Sunday, February 5, 2012

More Super Bowl Silliness

I haven't watched all the previews in the article George suggested; waiting to spend my time on the game itself. However, I saw this in the tweet stream of one of my favorite marketers this morning and couldn't resist.
http://www.youtube.com/watch?v=WUFSHzT2xuY
Ask yourself:
  1. Why would Acura make an extended add of almost 160 seconds (I'm assuming that the one aired will be 60)? Must have added significant costs.
  2. Why have over 14 million people viewed it as of this morning?
  3. Does #2 answer #1?
And notice that it is a promoted video. The text at the bottom of an ad is the signal. If you look at other car videos on YT today, you're likely to see the Acura ad on the PPC slidebar--another signal.



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3 comments:

  1. jamesmuiFebruary 5, 2012 at 12:36 PM

    I really enjoyed this commercial, and I'm sure the majority of the 14 million other viewers did as well. Although it's rather lengthy, it definitely kept my attention the entire time-especially with the help of Jerry Seinfeld, Jay Leno, and the absolutely gorgeous NSX. Perhaps they extended it an extra 100 seconds in order to capture all the humor/eye candy, assuming this is an online-only version, that costs a lot less to advertise.

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  2. alicewooFebruary 5, 2012 at 4:14 PM

    Acura projects to unveil the NSX in 2015 at an estimated $100,000 or possibly more. With such a hefty price tag, I found it interesting that the commercial does not say anything about the performance or make of the car itself. As silly as the ad may be, it was also amusing and memorable. According to MarketingProfs, commercials aired during Super Bowl were more memorable and increased brand awareness by 275% compared to the same ad aired during regular programming. http://www.marketingprofs.com/charts/2012/7019/super-bowl-ad-stats-top-advertisers-all-time-best-ads#ixzz1lY80mxEo.
    With already 14 million+ views on YT on the ad, Acura has created a good buzz but time will tell if the carmakers’s big investment will translate to greater brand awareness and improved sales.

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  3. junkoFebruary 7, 2012 at 5:53 AM

    According to Ad Age, Honda's Ferris Bueller ad came out on top so far with 18.4 million views, and Honda's Acura division ad came in 3rd. This is a remarkable ad coup for this carmaker. http://adage.com/article/special-report-super-bowl/honda-won-super-bowl-began/232543/

    Of course, the buzz today is around Clint Eastwood's ad for Chrysler. It's become political, whether intended or not (both Eastwood and Chrysler CEO state "not"). Nonetheless, the hoopla provides more visibility for this ad. Will it go viral?

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