Chrysler and VW score with Super Bowl ads
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Auto commercials on the Super Bowl XLV broadcast had mixed results in generating interest in the products they were pitching, according to auto information company Edmunds.com.
Chrysler and Volkswagen had the biggest increase in people searching Edmunds.com after the broadcast of the advertisements; Chevrolet, Hyundai and the German luxury auto brands had less success.
Chrysler aired a two-minute “Imported From Detroit” ad during the third quarter that used singer Eminem to make the case that Chrysler, working in the heart of America, can put out cool vehicles.
Edmunds.com said traffic for the Chrysler brand shot up 267% in the hours after the commercial aired, including a 1,619% spike for the new Chrysler 200.
“Chrysler’s ad reaffirmed the company’s loyalties to Detroit in an emotionally powerful way, and it looks like viewers responded to that message in a major way,” said Michelle Krebs, an Edmunds.com analyst.
Volkswagen also scored with commercials for the Beetle and the Passat. Traffic rose 271% for the Beetle after the computer-animated ad aired in the fourth quarter. The Passat, whose second-quarter ad featuring a child dressed like Darth Vader who attempts to use ‘the force’ to manipulate various objects, including the new Passat, saw its traffic surge 114%.
Chevrolet and Hyundai had comparatively modest traffic gains after their commercials.
Meanwhile, traffic for the Audi A8 rose only 14% after its “Release the Hounds” ad in the first quarter, while Edmunds.com measured no lift at all for BMW after the “Defying Logic” ad for the X3 in the second quarter.
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-- Jerry Hirsch
Photo: A youthful Darth Vader tries to levitate the new VW Passat. Credit: Volkswagen
