So much for every car commercial looking and sounding the same. Well, done, VW and Chrysler.
And thanks for treating your audience with respect rather than trying to merely seduce us with eye candy. I hope other advertisers will follow your lead.
Heart and Soul: Two car manufacturers’ touchdowns at the Superbowl.
February 7, 2011 by The Brand Builder Marketing
21 Responses
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Daring commercial by Chrysler. Very American, and I love it!
Jasper
(the Netherlands).
Couldn’t agree more Olivier. Chrysler’s was a thing of beauty.
I love both of these commercials. Really thoughtful and well done – much appreciated as standouts from the usual commercial drivel.
The Chrysler commercial went way beyond selling cars. I grew up outside Detroit and still have family there. One of the first posts I saw on Facebook this morning was my nephew taking great pride in being from Michigan and in the auto industry the keeps that area alive. That past of our country needs a boost in so many ways. Chrysler did a phenomenal job!
Did you not see the Peugeot spot? Figured you would have that on this list. Kidding.
Of course, I agree with you on these re: Eye Candy.
As for being nothing OTHER than EC- I present to you the video for the new Peugeot 308 CC-
NOT kidding: “New Perfume? No, new ride home…..”
http://www.peugeot.com/en/news/2009/4/10/discover-the-new-peugeot-308cc-video.aspx?count=161&filterBy=1&page=1
I would LOVE to trade in my Passat for a Peugeot 308cc. Can’t get them here though.
I beg to differ. yep, those were both great (ish) ads. But they lacked one key thing,imho. either could have been made by their most direct competitor and still been relevant.
but…. the vzw iphone ad, on the other hand, could ONLY make sense coming from…vzw.
aside.in the twisted,dark, forbidding space I wanna be occupying, I want MY ads to be sooooo out there, soooo sketch, sooo mysterious, they could only be mine. not that kooziemongertrinketsandtrashcrapasseryfastival. dats what I wants for me, and for all my members.
not there yet. but we are closing in at full gallop.
itykwim
#149
I found it amusing how Chrysler is running the strong American ads while at the same time BMW is running ads about being built in America. Both are trying to grab the same effect, yet the message seems more potent when it’s actually coming from an American company.
There’s a different context, sure. Detroit is an underdog. We’re in a recession. It’s been hit hard. And its revival is going to be the kind of story everyone wants to be a part of. Chrysler’s ad gave us something to root for, which is often the beauty of Nike’s ads as well. There’s an emotional narrative there that made movie franchises like Rocky cultural icons. That stuff always works. So yeah.
I have to give a thumbs up to BMW though for reminding people that BMW North America builds cars in the US with American labor. (Right down the road from me, in fact. I live less than 20 minutes away from their plant.)
The BMW ad was missing the emotional component of Chrysler’s, but it’s important for American drivers to know that when they buy a BMW, they are buying American, even though the brand is German. Not as effective, but it will probably work in BMW’s favor to allow people to discover that BMWs are American cars too. 🙂
Good point. A+ on creative and production value, but not necessarily on hitting that Mac vs. PC, and Verizon vs. at&t feel.
This is always something of a hurdle for ad agencies.
Both were great ads, although I’m not sure Eminem was such a good pick for Chrysler since he has a song about locking his pregnant girlfriend in a trunk and killing her.
That being said, I loved the ad itself.
But the VW ad was awesome. Simple, creative, effective.
Wasn’t that song about a deranged fan?
I loved the VW ad, mainly because it could have been my son in that costume. They even got the body language down, it was uncanny.
The Chrysler ad felt like nothing more than ad copywriter self-congratulatory flatulence with a celebrity payoff. Emotional? Yes. See it before? Heck yes.
I really enjoyed the VW commercial. Although it was cute and entertaining, it didn’t convey anything unique about the product. The same idea could have been used for any car with a remote ignition.
On the other hand, Chrysler came out with a unique and compelling story. They understand their position; they’re launching a luxury car in a highly-competitive niche where American made cars are predominantly seen as having inferior quality to their import counterparts. The core idea “It’s as much about where it’s from as who it’s for” is great and they nail every single strategy point. I specially love how the tagline capped it off: “Imported from Detroit”. Bravo.
I completely agree with you these two commercials were awesome!
I also agree that the VW commercial did not convey anything special about the product, and that other car companies could have done the same thing… However, other car companies DIDN’T do that, and that is their loss.
One thing is for sure they successfully imprinted their brand on everyone’s mind brilliantly.
As far as Chrysler goes, It was an inspiring commercial, and I am a HUGE Eminem fan. I am glad that he did this commercial, because his Lipton commercial was a bit of a let down.
The Green Guerilla
Hey there
Does other people love BMW’s as much as me?
This past May, I purchased pre-owned BMW Z3 roadster, and completely love it. BMW is actually one of the greatest brand vehicles you can buy. I most certainly will always buy BMW’s from now on, however I still must say I really like the older design much better than the new versions. The old versions (really anything from 03,04 in some models back) look pure german. The newer ones look similar to japan makes, but nevertheless, they are simply remarkable.
Cheers
Ryan
As for how much you guys love the Chrysler ad, it stirred quite some anger in those who are aware that Chrysler is still in deep sh*t for this loan:
http://money.cnn.com/2009/05/05/news/companies/chrysler_loans/
The VW ad was entertaining and showed the target audience – middle class family with a decent income – but it didn’t incorporate the brand as it could have been for any car company.
The Chrysler ad got it so wrong for the target audience. What hip hop hoodie could afford such a luxury car? An who with the cash to buy such a car would connect with Eminem?
The VW ad was entertaining and showed the target audience – middle class family with a decent income. It didn’t however integrate the brand as it could have been for any car company.
The Chrysler ad got it so wrong for the target audience – what hip hop hoodie could afford such a luxury car? An who with the cash to buy such a car would connect with Eminem?
I love that Chrysler commercial. I’ve never spent any time in Detroit and it still gives me chills.
The above advertisements were simple yet impressive. I like the first advertisement with a kid who is trying to do some magic tricks and then suddenly he was amazed when the car responded to his actions. That was eye catching with a sense of humor.