The car commercials that ran during the Super Bowl this year were fantastic, garnering praise both on their originality, story, and impact on the audience.
BY STOCKMUSIC STAFF
Car manufacturers made the impossible, possible this year through ten different commercials that ran during the four quarter of play. Audience were able to revisit Jeff Goldblum getting chased by a T-Rex, see Steven Tyler go back in time, and watch the Black Panther claw his way into a Lexus.
Aerosmith, Run the Jewels, and Queen provided the soundtrack to smart writing that included poking fun at the Minnesota Vikings and remembering that on game day, your choice of religion does not prevent you from celebrating a win.
Here are our three takeaways from the Super Bowl 2018 car commercials that are worth sharing .
Looking to learn more about the Ads this year? Download our full report below to get details on every Super Bowl 2018 Commercial
The Big Spender Was Dodge RAM
Dodge Ram spent almost $10M to air 2 commercials not counting the production and licensing costs. Producing these two commercials were expensive. Casting, location shooting, and visual effects added tens of thousands to the cost of producing the ads.
When it came to the music licensing, neither commercial cut corners. Queen’s “We Will Rock You” required paid licensing approval by Sony. The Martin Luther King voice over also required approval by the MLK estate, who is well known to be very litigious and strict on the use of it’s content. Was it worth it?
Agency: The Richards Group
Length: 45 Seconds, 60 Seconds
Mercedes Almost Skipped It… and Maybe They Should Have.
Mercedes was a late entry and originally were not going to advertise this year. Following up last year’s Coen Brothers produced commercial, although well received, must have not initially returned the same ROI to justify signing on early.
Instead they went the interactive route and roll a 30 second ad titled “Last Fan Standing” promising a new Mercedes AMG C43 Coupe to whomever could follow the virtual car with their finger for the longest amount of time as it scrolled across participants’ smartphone screens.
When it came time for the content to start, it didn’t, with technical difficulties to blame for the delay. Mercedes were unable to fix it and had to resort to a simple drawing of pick the winner.
Good News: The Mercedes-AMG Is Still In Play. Bad News: Our Enthusiasm Broke The Internet. Eligible Registrants Will Now Be Entered Into A Random Drawing To Pick A Winner. We’ll Announce Them As Soon As He/She Can Be Confirmed. Sorry Again And Thank You For Your Patience!
— Mercedes-Benz USAㅤ (@MBUSA) February 5, 2018
The Ad Agencies Were The Big Winners
Between the 8 major auto manufacturers who has commercials during the Super Bowl this year, nearly all of them were produced by some of the largest agencies in the world, some even representing multiple brands during this year's big game.
Toyota: Saatchi & Saatchi
Dodge: The Richards Group
Lexus: Waltson Issacson
Hyundai: Innocean USA
KIA: Initiative (Agency), David&Goliath (Creative Agency)
Jeep: DDB Chicago
Mercedes : Undisclosed
Saatchi & Saatchi produced Toyota's two commercials in addition to all three of Tide's commercials.
In addition to Kia's epic 30 second spot starring Aerosmith's Steven Tyler (One of the best of the event), Initiative also helped make Turbo Tax's 30 second spot, "The Thing Under The Bed".
Check out our entire breakdown of Super Bowl Commercials as well as Super Bowl Halftime Commercials: It's All About The Music.
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