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Monday, February 22, 2010
Car Commercials Kicking Butt
I've been noticing a lot of stellar car commercials lately.
Though a handful of car companies sold more in 2009 than in 2008 and are gaining share (Subaru of Japan and Honda and Kia of Korea), most companies are only hearing a faint echo in the American public's empty wallet.
We've all heard the adage, "Cutting advertising to save money is like stopping your clock to save time." Perhaps these car companies and their agencies are taking that to heart. It seems a genre that I usually feel is mediocre at best has been revving its engine and turning out some great work.
The Dodge Charger Commercial, voice-over by Michael C Hall, is well written and visually interesting. Who are these dudes blankly staring at me and my husband as we fast forward through the commercial break of last week's episode of The Bachelor (which incidentally furthers their argument)? Agency: Wieden + Kennedy
I am charmed by the Kia Sorento spots featuring life-sized children's toys having the time of their lives while jet skiing, partying at clubs with ridiculously good looking people, riding a mechanical bull- all the things I might do, were I so inclined and perhaps a bit more hip. The lifestyle of a Sorento owner- who knew it entails such vivid nightlife and day-play, and yet is family-friendly to boot? Agency: David&Goliath
And lastly, the Swaggerwagon spots from Toyota Sienna are genuinely funny, employing Michael Scott-like humor. Agency: Saatchi & Saatchi LA.
Will I buy a new car because of these commercials? No. But brand awareness is high and I'm engaged.
Just as I was many years ago. I drive a Volkswagen, which is probably because I was stained by the elegance of their Drivers Wanted campaign.
Labels: Advertising, commercials, Dodge Charger, humor, Kia Sorento, Toyota
Saturday, February 6, 2010
Do Superbowl Commercials and Social Media Need to Mix?
A friend e-mailed this hilarious Doritos commercial, titled "Doritos Slap."
Just days before the Superbowl, I wondered if this great new spot had been leaked online.
Turns out, it's part of the online campaign: "Doritos Presents: CRASH THE SUPERBOWL."
Apparently, this campaign allowed consumers to create and submit commercials that consumers would vote on; finalists would win dinero and ultimately, the top three will be shown during the Superbowl as a Doritos brand commercial (whatever that means).
Part of me loves the consumer outreach aspect of this. Another part of me is disappointed that I've seen the commercials already. The "Crash the Superbowl" concept just impacts consumers like me and the other viewers who watch these commercial spots online and thus get jilted out of seeing three new, mind-blowing, hilarious, creative, etc. spots during the actual game.
Doritos, you're crashing MY Superbowl. Not cool. So next year, have your highly-paid marketing execs. employ their own creativity and come up with something cool. Then, don't spill the beans before the big game.
Just days before the Superbowl, I wondered if this great new spot had been leaked online.
Turns out, it's part of the online campaign: "Doritos Presents: CRASH THE SUPERBOWL."
Apparently, this campaign allowed consumers to create and submit commercials that consumers would vote on; finalists would win dinero and ultimately, the top three will be shown during the Superbowl as a Doritos brand commercial (whatever that means).
Part of me loves the consumer outreach aspect of this. Another part of me is disappointed that I've seen the commercials already. The "Crash the Superbowl" concept just impacts consumers like me and the other viewers who watch these commercial spots online and thus get jilted out of seeing three new, mind-blowing, hilarious, creative, etc. spots during the actual game.
Doritos, you're crashing MY Superbowl. Not cool. So next year, have your highly-paid marketing execs. employ their own creativity and come up with something cool. Then, don't spill the beans before the big game.
Labels: Advertising, commercials, Crash the Superbowl, Doritos, Superbowl
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