Super Bowl Advertising Analysis

Pick an ad that you consider highly effective and an ad that you consider ineffective and comment on each

For many years Superbowl is often the most watched television program of the year. The large number of audience gives the companies a great marketing opportunity. Even though the cost of advertising in Superbowl is high, it is considered a good investment.

Effective commercial: Volkswagen Passat Ad

A small child is shown in a cute Darth Vader costume going around the house trying to use the force on a doll, family dog and washer-dryer. But he fails and just before giving up he tries his force on his dad’s car. He manages to start the car with this force but it is his dad who starts the car with a remote starter. The child is adorable when he thinks he pulled off his trick. The dad is proud of the feature in Volkswagen Passat. It is a great Father-Son moment that is captured really well in the ad.

Ineffective Commercial: Audi

I could not figure out till the end of the commercial that it is for a Car. Audi presented a commercial that is rich in concept and gloss but it is too long. There is a prison in which there are a bunch of prisoners wearing jackets and smoking cigars in lushly decorated cells with sofas. This is some kind of special prison for wealthy people. Two prisoners try to escape and the guards try catching them in different ways.

As a last attempt to catch the prisoners the guards release the hounds. It was really funny instead of using attack dogs to catch prisoners they used hounds. But the prisoners jump of a high wall and try to escape in a car. A prison guard, disguised as a chauffeur, opens the door of Mercedes Benz as a way of catching them. One prisoner falls for the trap and other prisoner goes for the Audi for this successful escape. Then the title “Escape the confines of old luxury” is shown.

Who are the target customers that the ad is trying to reach?

The target customers for both the ads are car buyers. Volkswagen is trying to project Passat as a family sedan. They were successful in doing that since it showed a young family in that. I think, the Volkswagen Passat made an impact on those buyers with an effective ad. What is the main communications objective of the ad?

The main objective of the ads is to generate interest in their product. I thought Volkswagen was able to create an emotional commercial which became an instant hit. The ad is being talked about a lot giving there brand a lot of attention. Does the ad achieve its intended objective(s) by using appropriate persuasive and creative tactics (humor, celebrities, fantasy, sex appeal, etc.)?

The Volkswagen ad is about a little child who is trying to imitate Darth Vader. They used a character from the very popular movie Star wars. This commercial is a compilation of humor, brilliance, and a heavy dose of cuteness. They also made this ad available on the internet before the game started. This strategy worked, it received a lot of hits and received good reviews. It was still new to a large majority of television viewers. Volkswagen wanted people to talk about its car and they were successful in doing that.

Volkswagen edged out other car advertisers; they tried to show that there brand is strong with a simple and creative ad. It is not a complex ad and they showed the remote starter benefit in an effective way. The remote starter feature is a nice additional benefit which is useful for many people. I think it shows that Volkswagen cares about the needs of the customers and makes cars that meet customer needs.

For the ad you consider ineffective, provide 2 recommendations for improving its effectiveness. The ad shows wealthy people as prisoners, this is probably not the best way to project wealthy people. This is also not the best way to project a brand like Audi. Instead they should have shown that wealthy people are always looking for the best luxury available and it is Audi.

At the end of the ad it shows a Mercedes Benz car and is shown it as an old luxury. They gave away some free advertising to Mercedes Benz. They should have used the time to show the important features of the car they are trying to sell.