During the 2012 Super Bowl, two Detroit carmakers’ commercials showed extremely different attitudes about the future. In doing so, they illustrate both sides of a classic advertising concept — marketing messages can appeal to either hope (get something good) or fear (avoid something bad).
HOPE: Chrysler — Halftime in America, feat. Clint Eastwood
Chrysler and Clint Eastwood project a message of hope, determination, and can-do spirit. It’s an ad about the future, and the future is bright, if we roll up our sleeves.
Key line: “All that matter’s now is what’s ahead. How do we come from behind? How do we come together? And how do we win?”
FEAR: Chevy — Mayan Apocalypse, feat. Twinkies
It’s obviously a joke — Chevy even has Twinkies, the snack food industry’s answer to nuclear-proof cockroaches — but the message is one of fear, not hope. After all, their unseen friend Dave is dead because he drove a Ford.
Tagline: “From the beginning of your workday to the end of the world, Chevy runs deep.”
Analyzing the Two Ads
Both ads got my attention. Both tell a story that makes you want to keep watching ’til the end. I wanted to see what happened. That’s good. Am I going to buy a Chevy pickup truck or a Chrysler vehicle? No, I’m happy with my Honda Fit. That’s bad (for GM and Chrysler) but I’m not in the market right now anyway.
The Chrysler ad appeals to my desire for a better future, my conviction that we can bounce back from the economic downturn. They were appealing to all Americans. And it was all about context. I believe “Halftime in America” will become one of the classic Super Bowl ads.
The GM ad is all about snide exclusivity, which isn’t Chevy’s brand promise at all. The ad is designed to appeal only to smug Chevy truck owners, as opposed to people dumb enough to drive a Ford or Dodge truck. Chevy was preaching to the choir — never the best use of $7 million a minute.
If you want truly inspired this year, you’ll have to look to Honda’s funny CR-V riff on Matthew Broderick’s performance in Ferris Bueller’s Day Off.
Which message works better — Chrysler and hope, or Chevy and fear?
Update: NFL Properties LLC pulled the original YouTube video from the Chrysler channel, so I’ve embedded from an alternate location. HT to Brian McDonald for the heads up. I already knew the NFL doesn’t want people using “Super Bowl” without permission… apparently they think they own “Halftime,” too?
No related posts.
{ 2 comments… read them below or add one }
Karl,
Love the comparisons and sums up what we chatted about on Twitter during the game! I think Clint’s ad was awesome because it was inspiring and nostalgic at the same time. Chevy’s ad was creative and attention getting but uses negativity which tends to turn me off unless I’m a fanboy of the brand.
Heard on the news this morning that Clint Eastwood ad is getting criticism because some people are saying it had political overtones. That’s a shame. I congratulate the Chrysler team for making a great thought provoking ad with an authentic icon like Clint.
Now I just realized that Clint Eastwood commercial has been pulled from YouTube by the NFL. Not sure what that’s all about!
Thanks, Brian! The Chrysler ad wouldn’t have worked as well with anyone other than Clint Eastwood.
And thanks for the heads up on being pulled from YouTube. Boo to the NFL’s legal team.