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VIDEO OF THE WEEK

AUTOMOTIVE BRANDS PREPARE FOR KICK OFF

The Super Bowl, one of the most highly anticipated events in the American calendar, is due to be played on February 5th 2012. With an average viewership of 100 million per year, there is fierce competition for commercial airtime.

This year, there are expected to be over 14 car related ads aired during the event, including Volkswagen, Lexus, Honda and Hyundai. As the world slowly emerges from the credit crunch, consumers are starting to spend more on cars, and these car companies are sparing no expense with their Super Bowl ads in order to draw in sales.

One of the main trends in the 2012 ads has been comedy, but other themes include celebrity endorsements, animals and dark dramatics. Here is a selection of ads from this year:

Honda enlisted Matthew Broderick to revive the role of Ferris Bueller from the classic film ‘Ferris Bueller’s Day Off’. The ad for the new Honda CR-V is a spoof of the film, and sees Broderick taking a day off from acting. According to Honda, there are more than two dozen references to the original film. Take a look and see if you can spot them all.







Acura took a similar approach, and brought in the comedic legend Jerry Seinfeld alongside Jay Leno. This advert follows Seinfeld’s attempts to be the first owner of the new Acura NSX. Does he succeed? Find out below.






Volkswagen has continued on last year’s popular Star Wars theme this time using dogs. The advert, entitled ‘The Dog Strikes Back’, sees Bolt the dog on a mission to lose weight and get fit – all so that he can get through the dog flap to chase the all new VW Beetle.






Lexus has taken the dark and dramatic route to advertise the new 2013 Lexus GS and represent the car as a ‘beast’. Unlike other companies, there are no comedic references or actors. How impactful will it be?






AUTOMOTIVE BRANDS IN 2012 have recognised the increased use of social media, and have used this to their advantage. Several of the brands released ‘teasers’ prior to the release of the full length adverts in order to stir up excitement. Some also used Twitter to start trends, such as Honda with #dayoff and Audi with #SoLongVampires.

Many journalists have already predicted what they believe will be the most successful ads from this year, but who do you think win?