Although the hype of the Super Bowl has turned to talks of basketball, there’s still a lot to learn from two of the top Super Bowl commercial heavyweights.

Compiled by Radian6 and Mullen, Volkswagen and Chrysler were ranked highest at #3 and #1, respectively, by positive brand sentiment ratings.

So why did these two spots resonate with consumers on such a positive level?

Let’s take a look by first examining the two spots.

Volkswagen – Darth Vader
Agency: Deutsch

Chrysler – Imported from Detroit
Agency: Wieden + Kennedy

Volkswagen (VW): Pros & Cons
(+) VW used the ‘kid strategy’ to successfully create a cheerful, family-oriented feel for both the brand and model of the car
(+) VW also capitalized on Star Wars to generate brand excitement, a tactic that effectively furthered the conversation online, after the commercial aired (Note: Getting the rights to any of George Lucas’ stuff is no easy task)
(-) Some commentators point out that the commercial did nothing to uniquely differentiate the VW brand from other car makers

Chrysler: Pros & Cons
(+) Chrysler honed in on their genuine brand roots by focusing on their Detroit background and long history in car-making
(+) “Imported from Detroit” tagline was strongly reinforced via social media and retweeted for a lot of positive user-generated sentiment
(+) Chrysler utilized Eminem, a Detroit icon who effectively reflects and solidly backs up the brand message and location
(+) Two minute spot embodied hard-working American spirit, grit and determination — all values that most Americans can relate to
(+) Wieden + Kennedy also utilized current events; the downturn of the economy was used as an overall tone that strongly resonates with most viewers
(+) Many commentators viewed this as one of the best spots of the Super Bowl bunch

Conclusion
Volkswagen focused on fun, positive family elements that utilized a pop icon (Darth Vader) to extend the conversation online and beyond. This strategy garnered a 32.5% positive brand sentiment and more than 25,000 Tweets, one of the highest the car industry’s seen. Radian6 and Mullen ranked this spot as #3.

Chrysler, however, chose to hone in on their authenticity as one of America’s most hardworking auto manufacturers. Tying in their roots as a gritty, ‘you-can’t-truly-enjoy-luxury-without-knowing-what-hard-work-feels-like’ tone with their home base in Detroit, Chrysler reminded America what it’s like to feel the emotional pinch of the economy. By mixing in current events a majority of consumers can identify with and using Eminem as their ‘true to Detroit’ icon, it’s no wonder that Chrysler received 16.5% positive sentiment ratings, topping the list as Radian6 & Mullen’s #1 spot with more than 32,000 Tweets.

Although both brands utilized two completely different strategies, one thing is clear: being authentic and voicing your brand’s true values will provide a long-lasting strategy for a long-lasting payoff. When you combine elements of emotional brand appeal, you’ve got a winning recipe for meaningful connections with your consumers.

About the Author

Lisa Marketing and Sales

Filed under: Branding

Tags: Branding, commercials