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Advertising Age has named Chrysler the marketer of the year for 2012, thanks to the company’s growth which is attributed to its new marketing techniques.
While General Motors is shying away from social media and advertising, its competition is taking the chance to fill the gap and get attention.
General Motors, one of the largest advertisers in the U.S., seems to be pulling out of big ad campaigns like it’s the new hot trend.
Car companies, much like any other, can go one of two routes when dreaming up a Superbowl commercial: funny or serious.
Cadillac chose the latter this year for their ATS commercial, but their ad didn’t do it for us. Throwing a deep commanding voice over an uninspiring electric guitar track and recycling what’s mostly old teaser footage of the ATS running around the Nurburgring race track was a let down. Most disappointing of all, the original teaser video was probably more exciting. The comparison they make between the BMW 3-Series and the ATS makes sense and so does hinting at testing in enemy territory, but it doesn’t impart the rah rah go USA spirit we would have expected.
The Superbowl represents grandeur, excess and most of all pride. One day out of the year a single stadium becomes football’s cathedral. In keeping with that theme, commercials have no choice but to make us double over in laughter or jump from our seats in excitement, or just crack a prideful smirk.
Chrysler pulled that off last year with their “imported from Detroit’ commercial, but telling people to “go to green hell” is just plain cheesy. Hopefully you disagree, watch the video below and decide for yourself.
GALLERY: 2013 Cadillac ATS
Audi of North America just announced that they will be advertising on Super Bowl XLV. This will mark the fourth time Audi is advertising at the big game, which comes with a big price tag. Each 30-seconds spot costs about $3-million or more, which would take a huge chunk out of Audi North America’s annual budget.
So why do it? Scott Keogh, chief marketing officer for Audi of America says that results have shown that traffic and interest regarding Audis has increased following the Super Bowl ad. He went on to say, “The success we’ve experienced with Super Bowl is clearly translating to growth, as we’re on track this year to deliver the best U.S. sales in history. Audi has never been hotter.”
In the past they have promoted the A3, the A6 and the R8, but it is not yet known which vehicle Audi will be promoting in their next spot.
See after the jump for what is easily Audi’s best Superbowl ad to date:
After a two-year hiatus marked by a global recession and the bankruptcy of America’s largest automaker, General Motors will return to the Super Bowl for 2011. GM had planned to be a part of the massive sporting event advertising spectacle but pulled out of the event earlier this year. The move not only hurt the NFL but also the advertising agencies on Madison Avenue. Over the past 15 years GM has spent $80.5 million buying ads during the event.
Importantly, the decision to rejoin the Super Bowl melee comes as former Hyundai marketing boss Joel Ewanick signed on as head of GM’s marketing department. Ewanick coined Hyundai’s “Big Voices in Big Places” campaign that saw it get involved in events like the Super Bowl and Academy Awards, a move which is considered to have helped the brand grow while most others struggled last year.
Hyundai will also be advertising at Super Bowl XLV with three spots, while Audi has also confirmed participation. Added interest is expected to drive up the cost of ad spots after spending dropped by 24 percent last year.