The ins and outs of Super Bowl advertising for auto brands

Lexus, which hasn’t appeared within the sport since 2018, mentioned it’s going to give attention to the digital realm this year. The luxurious model informed Automotive News it has had a “heavy presence” on YouTube, which is able to draw the eyeballs of these trying to watch all of the brand new advertisements.

Beginning Sunday, Lexus will take over the YouTube masthead on the location’s homepage and the AdBlitz part that serves as a hub for the newest Super Bowl content material. The automaker is pushing its IS sport sedan on the mastheads, which leads individuals to the IS web page on, the place they’ll configure fashions and discover a vendor.

The masthead will function a particular new model of the model’s “Names” and “Vanity Plates” spots for the IS, which spotlight “people who fully embrace their passions.”

“This prominent placement on YouTube provides Lexus mass reach with its IS target customer as they look to go ‘all-in’ on the cultural conversations happening around the Big Game,” the model mentioned in a press release. “For the new IS, Lexus is targeting its youngest, most diverse customer yet with a broad, yet deep campaign.”

Additionally, Lexus mentioned it has had pre-roll advert placements in official NFL movies earlier than and throughout Super Bowl weekend.

Audi, which was hyping its electrified autos through the Super Bowl lately, determined to sit down out.

The model mentioned because it “looks to the future, we’re excited to share the next chapter of our story … We’ve got more to come.”

Volvo is once more leaping into the Super Bowl dialogue with out working a spot. The model is in search of to generate engagement across the “Volvo Safety Sunday” marketing campaign, which pledges to offer away $2 million value of automobiles if a security is scored. This ups the ante from final year’s $1 million.

To enter the competition, individuals have to go to to configure a automobile or take a brief quiz that may make a advice. From there, members choose “Try to win this Volvo,” which provides them the prospect to be randomly chosen if a security occurs.

Deb Gabor, CEO of Sol Marketing, a model technique consultancy, mentioned Volvo’s effort to play on its security repute works right here and helps it stand other than the pack.

Gabor mentioned rather a lot of auto advertisements, generally, are just about indistinguishable, however believes Volvo’s effort is “innovative in its own way.”

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