Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
OMG! WTH? EPIC FAIL? Well, we will have to see, but Volkswagen released a teaser of its 2013 Super Bowl ad that is only missing ONE key traditional facet of automotive advertising: the car. The unusual ad is a mashup of the uhappiest people documented in viral videos on the web with a musical overlay of Jimmy Cliff's classic song, C'mon Get Happy, according to Automotive News.
The piece was apparently created in the spirit of the marque's previous SMILES ad. Now, the teaser ad it isn't a full version of the one for the big game, but even going for 30 seconds without a car seems risky - especially for a brand that finished 2012 near the back of the pack in sales with a 3 percent market share in the U.S.
"Touchy-feely" ads didn't work so well with the launch of the Infinity brand, and I don't think it's the wisest investment for Volkswagen at this juncture, ESPECIALLY with a Motor Trend Car of the Year in the stable. My opinion, of course. What's yours? Any VW stores excited about this?
Interactive Media Manager / Industry Analyst
24/7 Interactive Automotive Dealer Website Chat Solutions
Hosted or In-House Options