Let’s Get Ready To Rumble!
My parents host a Super Bowl party every year. It’s always loud and fun, with good food (macaroni and cheese and lasagna, what’s not to love?) and good company (even when they root for opposing teams). As an adult I can appreciate the game, but as a kid, it was all about the commercials. I remember playing with the other children in my bedroom during the game action, but running back into the living room in time to see the ads.
From Coca-Cola to Budweiser, GoDaddy to E-Trade, there have been many memorable Super Bowl ads. Car commercials, however, have tended to be on the dull side. In the last couple of years, automobile companies have been trying to rid themselves of the formulaic “driving on a winding road” scene. The 2010 Kia Sorento commercial (http://www.youtube.com/watch?v=OuSfLoXq22w) is a prime example of that effort. And this year, Kia is pulling out all the stops to continue that trend. To promote its Optima family sedan, they have recruited supermodel Adriana Lima, the band Motley Crue, and martial arts fighter Chuck Liddel. Just prior to its Super Bowl broadcast, the ad will be screened in movie theaters.
Although most of the spots during the show are just 30 seconds long, automakers prefer to air 60 second spots in order to attract more attention. It seems to be working for Chrysler and Volkswagen, who both saw sales growths of 25% and increases in market share after their ads in last year’s telecast. Kia, one of the best performing brands in the American auto market last year, hopes to sink its fingers into that post-Super Bowl buzz. It doesn’t hurt that American auto sales are also expected to continue their slow recovery from the recession, with a predicted 14 million units to be sold in the coming year.
No matter how big a fan of football you may be, let’s be honest; the Super Bowl is all about the ads. I for one, can’t wait to see what’s in store for us this year.
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