The ins and outs of Super Bowl advertising for auto brands

Lexus, which has not appeared in the sport considering that 2018, claimed it will concentration on the digital realm this 12 months. The luxury manufacturer informed Automotive Information it has had a “weighty existence” on YouTube, which will attract the eyeballs of people on the lookout to look at all of the new adverts.

Beginning Sunday, Lexus will take over the YouTube masthead on the site’s homepage and the AdBlitz portion that serves as a hub for the hottest Super Bowl written content. The automaker is pushing its IS activity sedan on the mastheads, which leads persons to the IS web page on Lexus.com, exactly where they can configure models and locate a supplier.

The masthead will characteristic a distinctive new model of the brand’s “Names” and “Vanity Plates” places for the IS, which emphasize “persons who entirely embrace their passions.”

“This popular placement on YouTube provides Lexus mass arrive at with its IS concentrate on customer as they glance to go ‘all-in’ on the cultural conversations going on all over the Big Game,” the manufacturer claimed in a statement. “For the new IS, Lexus is concentrating on its youngest, most various customer nonetheless with a broad, nonetheless deep campaign.”

Also, Lexus claimed it has had pre-roll advertisement placements in official NFL films right before and in the course of Super Bowl weekend.

Audi, which was hyping its electrified automobiles in the course of the Super Bowl in modern several years, made a decision to sit out.

The manufacturer claimed as it “appears to be to the long term, we’re enthusiastic to share the subsequent chapter of our story … We have received a lot more to come.”

Volvo is yet again jumping into the Super Bowl discussion with out managing a spot. The manufacturer is seeking to crank out engagement all over the “Volvo Security Sunday” campaign, which pledges to give away $2 million truly worth of cars and trucks if a safety is scored. This ups the ante from past year’s $one million.

To enter the contest, persons have to take a look at VolvoSafetySunday.com to configure a motor vehicle or take a brief quiz that will make a recommendation. From there, contributors decide on “Attempt to get this Volvo,” which provides them the prospect to be randomly picked if a safety comes about.

Deb Gabor, CEO of Sol Marketing, a manufacturer strategy consultancy, claimed Volvo’s energy to engage in on its safety reputation performs listed here and assists it stand apart from the pack.

Gabor claimed a ton of car adverts, in typical, are pretty much indistinguishable, but thinks Volvo’s energy is “modern in its individual way.”