SBD/February 7, 2011/Marketing and Sponsorship

Super Bowl Ads: Chrysler, Volkswagen Spots Resonate Most With SBD Ad Panel

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Chrysler and Volkswagen emerged from a crowded Super Bowl XLV ad roster as the clear winners, according to THE DAILY's panel of marketing and branding experts who provided their input on all the spots throughout last night’s broadcast on Fox. Chrysler’s 120-second commercial -- the longest of the night -- resonated most with the Twitter panel: Horizon Media Senior VP & Dir of Research Brad Adgate, former Kodak CMO Jeffrey Hayzlett, Octagon First Call Dir of Talent Relations Michael Jacobson, Deep Alliance Marketing President Dave Paro and Momentum Worldwide Chair & CEO Chris Weil. Four of the five selected Chrysler’s third-quarter ad, an uplifting message in which the automaker channeled the struggles and rebound of hometown Detroit to inspire an entire country of viewers, as the Super Bowl’s top commercial. It also was the most buzzed about ad on Twitter last night, with several other users chiming in on how well-received the spot was. Volkswagen’s second-quarter commercial starring a child dressed as Darth Vader proved to be the second-most effective on the night among SBD panelists, while Coca-Cola’s “Borders” ad also drew strong reviews. On the other end of the spectrum, Go Daddy swung and missed on both of its in-game spots, according to the SBD panelists, who cited fatigue with the company’s marketing efforts. The live Super Bowl advertising roundtable can be read in its entirety on Twitter, using the hashtag #SBDSB, and below are some selected tweets from Adgate, Hayzlett, Jacobson, Paro and Weil:

*Paro: "Biggest consumer event of year and AT&T runs a B2B message in pre-game."

*Weil: "Focus rally? How about an idea w no focus - I have no desire to follow any of them let alone buy a car?"

*Paro: "Not one of better Bud Light 'Here We Go' spots. Should have started with something stronger."

*Weil: "Way too much going on in th A8 ad. Just show the car its the best on the road. Why the complicated bad story?"

*Jacobson: "Chevy Cruze ad will get replay, but how do we feel about making fun of the sr citizens?"

*Hayzlett: "Did anyone else get from the Doritos ad that it is associate the product with fetish? Icky at best."

*Adgate: "Interesting that advertisers shun senior citizens yet do an SB ad at retirement home."

*Paro: "Will ad creatives ever reach a point where they think blasts to the crotch aren't funny? Hope so."

*Paro: "GoDaddy just triple downed on bad taste. And, I'm sure they're ecstatic with themselves."

*Weil: "Lipton Eminem ad good for 1 reason - 1 spot commercial pod!"

*Hayzlett: "Joan Rivers is a friend but even she cannot save a godaddy.com commercial!"

*Jacobson: "Thank you Budweiser for letting me hashtag #tinydancer."

*Adgate: "The western singalong was the best Anheuser Busch ad of the night."

*Hayzlett: "Motorola Xoom did an Apple! Had the once sleeping former giant awoken@ Hats off to Anomaly for great Super Bowl ad."

*Jacobson: "Such a great ad, Volkswagen homerun with Darth Vader and timeless John Williams score."

*Weil: "The crowd here (mostly female) loved VW and Darth Vader. Biggest reaction so far over here."

*Paro: "Career Builder and Snickers both showing that good campaign concepts (based on brand position) can have staying power."

*Hayzlett: "Car.com is a good ad. nice synergy for the brand = avoid bad experience come to us and we will protect you."

*Weil: "Etrade baby should either grow up or get a new writer - his schtick has gotten pretty lame."

*Paro: "So many odd things about that Chrysler 200 ad I don't know where to start. But, a very gutsy call."

*Jacobson: "Chrysler Eminem ad is tragic and epic at the same time."

OTHER SURVEYS: AdBowl, an ad ranking website and iPhone app, found Volkswagen’s “The Imperial March” spot for the Passat to be consumers’ favorite Super Bowl spot. Approximately 11,000 voters registered to participate in the AdBowl study on Twitter by the end of Sunday. Meanwhile, an HCD Research study determined Bridgestone’s “Saluting Beaver” ad to be the best Super Bowl XLV spot. In addition, according to the more than 250,000 tweets monitored by BrandBowl2011, Chrysler was the most effective brand that advertised during the game. The study found Cars.com to be the least effective advertiser.
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