The count down is on for Super Bowl XLIX! Along with anticipation for the big game, many people look forward to the over the top commercials.
This year, viewers may notice far fewer car commercials from that of the past. For comparison, last year there were eleven auto brands to this year’s six. Regular Super Bowl advertisers Jaguar, Ford, Lincoln, Hyundai, Acura, Audi, General Motors & Volkswagen declined advertising spots this year. We will miss Volkswagen. No little Darth Vader this year!
For Audi, this is the first time in seven years it will be passing up on the biggest marketing day of the year. Cost could be a factor with a 30 second commercial reportedly costing $4.5 million, up from last year’s $4 million. With every company bringing their A-game, there is also the competition factor. Many of the auto makers claim it’s just not good timing this year. Audi for instance, who is attributed as the first company to use a hash-tag in a Superbowl ad, does not have a new model to introduce; only a significantly overhauled version of the Q7 that doesn’t debut until mid-year.
This argument is echoed among other auto manufacturers who are waiting until after the New York auto show in April to unveil new products, creating more anticipation and avoiding less competition against other types of advertisers. When you think about it, they are competing against talking animals, funny Doritos commercials, and cute puppies.
With all of this buzz around who’s NOT showing commercials, you may wonder who has chosen to go for it.
BMW is all in with an ad featuring a reunion of former “Today” show hosts Katie Couric and Bryant Gumbel.
BMW says, “Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy.” With car buyers feeling nervous about trying an all electric car, we here at Kuni Automotive find this commercial pretty cute and entertaining.
Lexus found the timing to be perfectly in their favor and went for it! They put their new NX crossover in the second Super Bowl commercial they have ever aired, with the tagline, “Be seen, be heard, make some noise.” “What drove us to be in the Super Bowl is a fortunate confluence of timing,” said Brian Bolain, Lexus corporate marketing manager, “We’re launching the all-new NX turbo and hybrid, in a segment we haven’t been in before. It’s very important to the industry and it’s the hottest segment in the industry. The timing of the Super Bowl coincided almost precisely with the launch time for the vehicle, so it’s a big opportunity to make a statement.”
Interested in learning more about the Lexus NX? Kuni Automotive has four Lexus dealerships! Visit one near you: Kuni Lexus of Portland, Lexus of Seattle, Kuni Lexus of Greenwood Village, or Kuni Lexus of Colorado Springs.
Also participating in Super Bowl advertising this year: Kia, Mercedes-Benz, Toyota, and Nissan.
What has been your favorite car commercial at the Superbowl over the past years? Tell us in the comments below!