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SBD/January 23, 2012/Marketing and Sponsorship
Kia To Release Teaser Trailer For Super Bowl Ad In Movie Theaters On Friday
Published January 23, 2012
MARKETING TO THE "BARK SIDE": The L.A. TIMES' James noted to get "more bang for their bucks, major advertisers and their advertising agencies are giving previews, running teaser spots and even releasing their ads early to generate chatter on social media platforms." Deutsch L.A., which "does the creative work for Volkswagen, let the dogs out" last week, releasing a teaser ad Wednesday for its upcoming Super Bowl spot. With its chorus of "barking dogs, 'The Bark Side' went viral overnight." Deutsch LA CEO Mike Sheldon said that the commercial "generated more than 4 million online views in less than 48 hours, faster than 'The Force,'" from last year. Kantar Media Senior VP/Research Jon Swallen said, "Definitely the trend [in] recent years has been to attract more publicity earlier and build buzz in an effort to make their ad an 'event' rather than just another commercial" (L.A. TIMES, 1/22). Volkswagen of America Exec VP/Chief Product & Marketing Officer Tim Mahoney said that for "The Bark Side" spot, the dozen dogs, "selected from a pool of 40 who 'auditioned,' were chosen not for their vocal chops but, in some cases, for their resemblance to 'Star Wars' characters." AD AGE's Ann-Christine Diaz noted the idea behind the commercial was to "create an ad to promote an ad." Deutsch L.A. Chief Creative Officer Mark Hunter said, "We were among a few brands last year who pre-released our Super Bowl ad, and the feeling was we were ahead of the pack" (ADAGE.com, 1/21). In Toronto, Raju Mudhar writes Volkswagen's teaser is "brilliant -- both virally and aesthetically -- and offers only a taste of what they have hatched for the big game" (TORONTO STAR, 1/23).
SUPER PLANS: The HUFFINGTON POST's Jason Gilbert cited a source as saying that Samsung "plans to air a new 'Fanboy' ad" during the Super Bowl. The spot "will mark the next phase of Samsung's 'Next Big Thing' series of commercials, which have depicted disgruntled Apple fanboys waiting in line for the iPhone 4S, only to be upstaged by passersby carrying a superior Samsung Galaxy S II." The spot will be the company's "first-ever Super Bowl commercial" (HUFFINGTONPOST.com, 1/20)....E*Trade Friday formally announced plans for a new "talking baby" TV ad to air during NBC's telecast of the game. This marks the fifth anniversary of the brand's baby campaign, created by E*Trade's agency of record, Grey, N.Y. (E*Trade).