Why the VW ad is so effective

February 7, 2010 at 7:57 pm Leave a comment

Every year, I say I’m going to watch the Super Bowl and pay attention all the way through. Apparently, I forget my ADD media consumption every year. So, as usual, I’ve spent most of the Super Bowl so far on Twitter, on http://www.brandbowl2010.com, reading Tag Surfer on WordPress and checking weather updates for tomorrow. Oh, and kind of watching the game.

Most of the ads so far this year have been lackluster at best. The Doritos ad elicited a slight chuckle, but the CGI was so ridiculous that it made the ad feel cheap. There were too many pantsless men for my taste (and unattractive pantsless men at that). Boost Mobile’s ad looked like it was shot on an iPhone with 5 minutes of planning – all in all, a pretty pathetic showing. Notable exceptions: Coca Cola. This might be because they’re basically advertising to me – I love the Simpsons and am dying to go on a Safari. ETrade – the talking babies are always great. And best of all (at least, as of 7:45) – the VW ad.

Why was the VW ad the perfect Super Bowl ad? For one, it was funny, and it got your attention. But most importantly, it drew upon an experience that everyone has had with the brand – who hasn’t played slug bug? By drawing on your memories of this game, it not only brings a nostalgic feeling, but it also highlights that the bug is not their only notable product offering. Way to go, VW. Hope other companies begin to show the same advertising adeptness.

Speaking of advertising adeptness – let’s talk a brief moment about Mullen.com. This company could not have generated more buzz for themselves during the Super Bowl if they had bought out every commercial spot tonight. By making the brilliant Brand Bowl Web site they are showing their amazing Web creation skills, they are emphasizing that they have a finger on the pulse of what social media users are saying, and they are generating more conversations than both football teams combined. It’s been fascinating to watch the overwhelming stream of reaction to the ads and to be an observer of instant focus groups. Making following this uncountable data that much easier has been Mullen’s remarkable achievement. Bravo.


Entry filed under: commercials, football, marketing, social media. Tags: , , , , , , , , .

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About me

My name is Mallory Murray and I have a love of all things oldfashioned. I'm a modern day feminist who also adores Martha Stewart. Read on for my sewing, crochet, cooking, gardening, quilting and crafting projects. I am the chief officer of marketing and design at Northwest Missouri State University, so expect the occasional random post about marketing/universities/design. I dream of a hobby farm with baby doll sheep, a sheep dog, a small flock of chickens, and other animals to be announced. I'm also a Pitt State grad, football lover, HGTV addict and obsessed with the color aqua.

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