One of America’s favorite pastimes is the ubiquitous water cooler discussion on Super Bowl Monday. Around the office, breakfast table and coffee house, everyone likes to share their opinions on what spot was funny, interesting, well done, etc. No doubt, it’s a lot of fun.
But as a marketer, it always gives me great pause to wonder if the investment is worth the return. Does anyone really remember or take action from these spots? Maybe that’s not the intent. Maybe it’s just about brand building, creating awareness for the brand, the product, the newest of the new. Or perhaps it’s only about brand engagement, creating a better relationship between the brand and its customers, keeping the good ones and establishing new customer engagements.
Or maybe it’s all about the PR value. If the spot drives visibility in non-Super Bowl media (e.g., the best commercials review on CNN or USA Today’s Ad Meter), perhaps they are doing their job by generating buzz and additional value.
When a company decides to invest more than $3 million in ad time and huge costs for production of the spot, you have to give them credit when it achieves all of these objectives. That is no small feat. And you have to give big accolades to Chrysler for its “Half Time in America” spot, which did in fact accomplish it all.
Chrysler, the company that just a few short years ago was an American joke, has established itself as a very cool, smart (I dare say brilliant) marketer that is building new brand relationships everyday. Last year, they wowed us with their Eminem take on Detroit. This year, an American hero led the way.
Chrysler presented an incredible two-minute statement on America called “It’s Halftime in America,” featuring actor/director/hero Clint Eastwood and celebrating American know-how, America’s can-do spirit, and with a very clear takeaway: Don’t mess with us world…we ain’t done yet—and the best is yet to come. When I woke up the next day and opened my hotel door, there was my USA Today wrapped with a giant picture of Mr. Eastwood telling me once again, this time in print form, that it was “Halftime in America” and Chrysler is “Imported from Detroit.” Chills ran down my spine. I’ve never been in a Chrysler-branded dealership, and I was ready to run and see their line up of vehicles. These aren’t just cars—they represent my country and our future. They mean so much more!
What did this achieve? Clear brand building among the American population that may be in the market for a car now or in the future (it’s OK to buy a Chrysler now); a cool factor around the brand; and tons of PR. Politics aside, the ad was talked about all over the place and, using social media, more and more into the week. Layer on top the analysis on every news network that there was a political statement reflected in the ad and then add Clint Eastwood’s personal online comments, and you have one heckuva story. The ad did not run just one time. It ran over and over on game/commercial coverage and online (the “official” posting has been viewed more than 5,000,000 times on YouTube, and it’s been reposted by other users all over the internet).
Chrysler scored this year in the Super Bowl ad contest and, in my mind, got the trophy. Yes, some of the Doritos and other commercials were OK. But only one company used the platform of the Super Bowl to integrate positive brand building messages through the T.V. commercial, print, PR, social media and online visibility. And that’s the way to win the game in any business: by reaching your customer through the myriad of marketing and PR channels with a singular brand message.
Thanks, Clint. Thanks, Chrysler. Thanks Chrysler’s agency. You were the real GIANTS of this year’s Super Bowl.