Marketeers are trying to gain some momentum in advance off the Superbowl this Sunday and creating some teasers and social media hypes in advance.
Last Wednesday Volkswagen began already a teaser campaign on its Web site and YouTube to promote a 60-second spot for the 2012 Beetle, which will reprise the “Star Wars” theme of its Super Bowl spot last year for the Passat.
Clearly hoping to maximise on its success last year with its Star Wars-themed ad, for the 2012 game the brand has turned to a dog to provide the cutesy appeal that will get people sharing the spot. The link to Star Wars is really pretty tenuous this time, with Deutsch LA getting around this by creating a slightly strange ad-within-an-ad. It does feature an exceptionally cute dog though, so maybe that’s all that matters. The version below is an extended 75-second spot, a 60-second version will play out during the game.
Acura, for the first time, will run a commercial during the Super Bowl championship game to capitalize on communicating with the more than 100 million viewers. Designed to strengthen Acura brand awareness and leverage Acura’s announcement in Detroit at the North American International Auto Show earlier this month, a 60-second commercial featuring the iconic talent of Jerry Seinfeld and Jay Leno coupled with the highly anticipated NSX supercar concept will air during the third quarter.
But when word got out that the soccer star David Beckham would appear in a Super Bowl commercial for the H&M retail chain, selling a new line of underwear named after him, the speculation began: just how revealing would the spot be, given that it is to appear on a broadcast network (NBC) in prime time?
However, no full monty from Becks.
The Cadillac spot was created by Fallon Worldwide, part of the Publicis Groupe. Two Chevrolet commercials, for Silverado and Sonic, are from the Goodby, Silverstein & Partners unit of the Omnicom Group; the third, for Camaro, was created by a young filmmaker from Merrick, N.Y., and introduced last week.
“By releasing them early, you start building a following,” said Joel Ewanick, global chief marketing officer at General Motors, which can give a brand’s commercials a leg up in the “free for all” among the Super Bowl sponsors.
This commercial was originally supposed to be kept under wraps until game day, but Gawker Media’s car blog, Jalopnik, spoiled the surprise last Friday. Honda put the full ad on YouTube early this morning. Jalopnik says Honda hired “The Hangover” writer/director Todd Phillips to create it.
In the spot, Broderick reprises his role from “Ferris Bueller’s Day Off,” calling in sick from work in Los Angeles, instead of from high school in Chicago. Instead of crooning a karaoke version of “Danke Schoen” during a parade, this time Broderick gets caught up in a Chinese New Year parade. His CR-V is taken for a joy ride, not by garage attendants, but by a valet parker at a posh restaurant.