According to businessweek.com, who cites reports by USA Today and BizJournals.com, the estimated cost of a 30 second advertisement in this Sunday's Super Bowl will be a record $4 million.
Let that sink in for a second.
30 seconds. $4 million.
For international and domestic car manufacturers, who traditionally buy two spots to get 60 seconds of Super Bowl airtime, we're talking $8 million for 60 seconds.
Let that sink in, again, for another second.
1 minute. $8 million.
So, what does that mean to the average man sitting on the couch, gorging on nacho cheese dip and beer on Super Bowl Sunday? Advertisers are investing in your attention and trying keep it.
And, for every Chrysler's "Imported from Detroit" ad, seen here: http://www.youtube.com/watch?v=SKL254Y_jtc, there are 100 of Hyundai's "Hyundai Gets Mad" http://bleacherreport.com/articles/579459-the-50-worst-commercials-in-super-bowl-history/page/36. (Seriously, would executives at the most powerful manufacturers in the world be THAT upset with Hyundai winning one award? C'mon.)
Advertisers need to hit their commercials out of the park. With $8 million on the line with every minute, what should consumers be expecting this year?
According to USA Today, it may not be more of the same.
"The Super Bowl marches to a very different beat than the rest of the TV business," said Jon Swallen, Chief Research Officer at Kantar Media to USA Today. "And so, too, must the advertisers who want to stand out on the big day."
What are car manufacturers doing to separate themselves from the rest of the pack?
Kia, for one, is going the celebrity nostalgia route, featuring Laurence Fishburne, the straight-faced star of the 1999 hit sci-fi film The Matrix, to help showcase its new K900 luxury sedan.
In the 60-second spot, Fishburne reprises his film character, Morpheus, and offers a shocked couple - waiting for their car at a fancy restaurant - a choice that mimics the "red pill" or "blue pill" choice he offered Matrix co-star Keanu Reeves in the film. Fishburne said to the media that this commercial puts Morpheus "in a completely unexpected context." Super Bowl viewers who have "preconceived notions of who I am" may change their minds after watching this, he said.
Hmmm. That's cryptic, Morpheus. And a little terrifying.
Chrysler has yet to officially throw its hat into the ring of commercials and hasn't released concepts of a potential Super Bowl spot, but coming off the highly popular "Detroit" featuring Clint Eastwood, most are expecting the manufacturer to deliver another well-planned spot.
Many other manufacturers will be there, too.
According to AdWeek, Tata Motors' Jaguar, will make its Super Bowl debut, featuring its new F-Type coupe. Hyundai Motors purchased two 30-second slots that will reportedly feature the Elantra and Genesis.
Of course, that's not all. Volkswagen's purchased a 60-second slot for its VW brand, as well as a 60-second slot for its Audi brand, which will feature the 2015 Audi A3 sedan, with a teaser out on the internet claiming "Something scary is coming on Super Bowl Sunday" (interesting approach, Audi). Last but not least, General Motors is returning to the big game this year and is rumored to be focusing on a Chevy vehicle.
That's vehicle saturation, commercial lovers.
So, while you are washing your potato chips down with your fourth soda of the evening this Sunday, take an extra second to realize that the commercial on your TV is an $8 million investment.
And if Chrysler or Kia's ads on Super Sunday do what they are intended to do, lick off that cheese puff dust from your fingers, take an antacid and head to White Bear Lake, MN and visit with Barnett Chrysler Dodge Jeep Ram Kia and see what they have to offer.
Show them that you are worth that $8 million.
- Scott Stone
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