By David Kelly
What’s it like to produce a Super Bowl ad?
I have been involved with the production of three ads and worked with several different clients and ad agency creative directors on the whole question of whether they should spend the money on the biggest TV audience of the year.
The attitudes range from “We gotta go big,” to “let’s just try to have a solid ad as if it was any other time of the year,” to “I’m not paying that kind of money for a TV audience only to have my ad bashed by places like USA Today, Advertising Age, Adweek and Forbes.”
Overall, the game and the ads were pretty ho-hum. A low-scoring game, a lame half-time show with Maroon5 and disappointing creative for the most part.
Cars.com analyzed site traffic to determine which auto ads generated the greatest amount of online car shopping activity during game time. The results? Automakers that aired commercials during the game saw a 384% lift in traffic to their vehicle pages on Cars.com
Of the automakers that invested in airtime during last night's game, Hyundai ranked #1 in traffic to Cars.com, followed by Mercedes-Benz and Audi. Within 8 minutes of its commercial airing, visits to Hyundai brand pages on Cars.com saw a 1,831% increase (compared to the same period prior to the airing of its spot).
For purposes of this space, I am ranking just the Top-Five Auto ads for quality and creativity.
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