Super Bowl Ads Generate Buzz, Chrysler and Volkswagen Top the Charts

The Super Bowl's most coveted advertising space was touted as the biggest and most expensive showcase for brands to capture attention, with automakers like Chrysler and Volkswagen staking their claim on the spotlight. Chrysler's emotional ad featuring Eminem and Volkswagen's adorable mini-Darth Vader stole the show, with online buzz reaching a fever pitch. As the industry struggles to recover from two tough years, these ads were more than just entertainment; they were a testament to the power of storytelling and nostalgia in capturing the hearts of audiences.

Key Takeaways:

• Chrysler's two-minute ad starring Eminem was the most talked-about spot during Super Bowl XLV, generating a significant online buzz.
• The ad was "the big story of the night" according to NM Incite, a Nielsen/McKinsey company that tracks online buzz.
• Chrysler's ad was a cinematic introduction to the new Chrysler 200 sedan, leveraging the city of Detroit's gritty scenes and its resilience in the face of adversity.
• Eminem's voice-over emphasizes the city's resilience, stating "This is the Motor City and this is what we do."
• Volkswagen's ad featuring a boy in a Darth Vader costume was another hit, effectively tapping into its target market of families and creating a memorable experience.
• The ad focused on "selling a feeling" rather than a car, showcasing the brand's emotional connection with its audience.
• Both Chrysler and Volkswagen's ads reflected the industry's efforts to recover from two tough years, highlighting the importance of storytelling and nostalgia in advertising.

Statistics:

• Chrysler paid $3 million for 30 seconds of advertising time during the Super Bowl.
• NM Incite reported that Chrysler's ad was "the big story of the night" in terms of online buzz.
• The Volkswagen ad was widely shared online, showcasing the brand's ability to create engaging and memorable content.

Sources:

• The Associated Press
• NM Incite, a Nielsen/McKinsey company
• Tim Calkins, Clinical Professor of Marketing at the Kellogg School of Management
• Robert Kolt, an instructor at Michigan State University College of Communication Arts & Sciences