Earlier, I posted my quick reactions to the 1st half Super Bowl automotive spots, and here’s my reactions to the 2nd half ones:
Toyota “Bold Dad”
Toyota has got to be so frustrated that Nissan ran such a similar spot before they got to run theirs. Just like with their other spot, I think the “bold” thing is a lame stretch for Toyota and this one doesn’t do it for me either.
Lexus “Let’s Play”
Lexus is doing the same thing as Toyota right now – trying to shed their boring, stodgy image and get some of that BMW excitement image. I think Lexus is doing a better job of it, both from an advertising standpoint and the product that backs it up. Based on the reviews I’ve read, this Lexus delivers the goods, and I think the ad does too – lots of fun.
Dodge “100th Birthday”
I am very, very surprised they decided to run this almost-one-year-old spot again, not because it isn’t good, but because it’s not new. I love it though, as I said back in May. I think it’s far better than the Dodge Brothers spots they’ve been running for months, which try to make it sound like the first Dodges were sports cars or something (they weren’t). Those spots being so prevalent makes me even more surprised they went back to this one. Well done Dodge.
Does Kia realize it’s been over 15 years since Pierce Brosnan was James Bond? I wonder if they tried to get Daniel Craig to do this one and he turned them down. That new Sorento is beautiful, but this spot just felt forced and a “me too” celebrity spot, which this game has been full of.
Jeep “Beautiful Lands”
A visually beautiful spot taking the Jeep brand all over the world, though I’m not sure Americans really get/appreciate showing China and other markets FCA is trying to market the Jeep brand in. Like so many (mis)uses of Bruce Springsteen’s “Born in the USA” and Martina McBride’s “Independence Day”, the use of Woody Guthrie’s “This Land is Your Land” is not without irony, as pointed out by my friend John:
@patchchord as misused/understood as “Born in the USA” and “Independence Day”
— Kyle Rohde (@KyleRohde) February 2, 2015
More points to FCA for this charitable tie-in too though:
Most shocking to me, now that we’ve seen three FCA spots, and I think they only purchased three, is that none were for the Chrysler brand after they supported it consistently the past few games.
I like that there are accompanying videos featuring Jerry Rice, Mike & Mike and more for this spot, but this felt way too childish to appeal to somebody cross shopping the SLS with the Jag F-Type, Dodge Viper, Corvette Z06, Aston Vantage, etc.
Overall a decent year for ads. Once again, the top automotive spots were done by Fiat-Chrysler Automobiles. Kudos to their team and their agencies – hopefully they get $25M+ in value, as they spent at least that on the space + production costs.