Halftime saw one of the most anticipated ads of the 2012 Super Bow: Chrysler's two-minute, Clint Eastwood-narrated "Halftime in America" commercial. The spot aired at the end of the halftime activities and gave Chrysler a 13% activity increase.
The third quarter had one break-out star.
Fiat aired their 500 Abart "Seduction" ad during the 3rd and it gave them an increase of 3,354%. (Find the ad here under Fiat)
Toyota rose 47% based on a Camry ad and Acura scored 113% with the new NSX ad starring Jay Leno and Jerry Seinfeld.
greenpony says:
08:22 PM, 02/ 5/12
I thought the third quarter ads were, on the whole, more entertaining than the first half's. But maybe that's because, much as I tried to avoid it, I ended up watching several of the first half ads beforehand. It takes all the surprise out of it. Anticlimactic.
church123 says:
08:46 PM, 02/ 5/12
How about posting the relative volume levels for each brand? 3000% sounds great, but if Fiat is only drawing 1% of Chrysler's volume on average, it doesn't mean as much.
That said, the Fiat commercial was good, as was Clint's.
lostboyz says:
03:35 AM, 02/ 6/12
I thought the chrysler commercial was great. It sums up a lot of emotions of the detroit area. As someone who grew up here, it's been a tough 5 years or so. When everyone you know directly or indirectly works for an automaker, people are losing jobs, getting laid off, losing their homes, etc. It has finally started to settle out and look positive, and Clint summed that up very well. Great ad, I feel it stands out as being the only serious ad of the game. A lot of the others were cute without even being relevant to their products.
blueguydotcom says:
07:35 AM, 02/ 6/12
Wow, we talked during the Clint ad and wondered if he directed it too as only Clint can produce media that so aching self-aware, pompous and vapid. Really awful advertisement. Not even sure you can call it an advertisement. It felt like one of those publicity shorts they put together at the Academy Awards... "A salute to boom operators" kind of thing.
Guess all of us (at our party) missed something as we found it over wrought and corny. Did we just sit through a two minute version of "The Help"?
ed124c says:
07:38 AM, 02/ 6/12
I don't see how Clint's soliloquy is relevant to Chrysler products. After all, he doesn't mention Chrysler or any Chrysler car in the video, and he is not even seen with a Chrysler car.
I like this ad, though. But only as it is relates to all American carmakers.
lostboyz says:
10:18 AM, 02/ 6/12
@blueguydotcom, so you didn't listen to a narrative commercial and you claim to not get it? How dumb of a comment can you make?
blueguydotcom says:
11:52 AM, 02/ 6/12
@lost - You get five seconds in and you realize it's pablum. It doesn't take sitting through the entire insipid farce to deduct it's designed for people who get "inspired" by speeches and vacant imagery.
lostboyz says:
01:39 PM, 02/ 6/12
haha, it's 2 minutes, "sitting through the entire..." jesus christ, what is your attention span?
blueguydotcom says:
02:06 PM, 02/ 6/12
@lost - why would you waste 2 minutes sitting through something that's obviously awful right out of the gate? How much time do you need to determine something is wretched? Do you sit through an entire movie or TV show to decide if it's decent? Listen to a whole song? Read more than the first paragraph before you decide to move on or stick with it?
The music, the tone, images... it reeks of propaganda. Might as well have started with a flag waving and someone gravely intoning, "It's morning in America"... actually...they kinda did, didn't they?
church123 says:
02:38 PM, 02/ 6/12
Of course it's propaganda. And it works. That's the whole point of non-product focused advertising like this. It's a great ad. It appeals to patriotism, sense of community and past greatness while looking to a brighter future. It has a number of intangibles that make people feel good without shoving a product in their face. It'll stick with people.
We can rightfully claim that some of these things are very questionable to use in reference to Chrysler (bailouts, foreign ownership for example, whether or not the company is really turned around, etc.), but in the end, I think the commercial works to generate positive feelings about Chrysler and the American car industry which is precisely the point IMO.
explorerx4 says:
02:54 PM, 02/ 6/12
You two remind me of the Motorcycle guys in Any Which Way But Loose.
Time for 'Right turn Cylde.'
http://www.youtube.com/watch?v=gHeRaAy3cWQ&feature=related
lostboyz says:
06:15 PM, 02/ 6/12
@blueguydotcom, No there are some things I have begun that I quit. I just don't know where you could find the time to not only make such a decision in a 2 minute ad but somehow spend more time talking about why you didn't like it.
If someone asked what I thought of a movie that I walked out on, I wouldn't spend two hours telling them why.
If you don't like it fine, but if you didn't even watch it, why give it the time of day?
blueguydotcom says:
07:15 AM, 02/ 7/12
@lost -I'd gladly spend hours discussing a book, a movie, a meal, a car, anything I love, found meh or loathed. Isn't that the fun of communication? Someone pushes out an ad, an image, tweet and from that... well anything can happen. Love it. You can deconstruct anything or passively accept it/deny it. I prefer to actively be involved.
firstwagon says:
08:09 AM, 02/ 7/12
I watched the whole ad and I agree with blueguydotcom.
I thought it was over the top and forced. Overly dramatic pandering to people who have a hard couple years.
lostboyz says:
10:06 AM, 02/ 7/12
@blueguydotcom, that's great, but how can you spend hours discussing a book/movie you haven't watched?
@firstwagon, who hasn't had a bad couple years? The only people immune to the economy of the last couple years probably aren't looking at chryslers anyway.