We’ve been hearing a lot of buzz this morning about the Chrysler ad and why it didn’t top our panel’s list.
Last year, Chrysler ran one of the top spots on the Super Bowl with a gritty and distinctive ad featuring Eminem. This year, Chrysler followed the same approach with Clint Eastwood, albeit with a different message.
Chrysler was once again one of the biggest surprises. First, the ad ran in during halftime, which is unusual since most national ads run during the game itself. The timing, of course, was critical to the overall message. Second, Chrysler didn’t release any information in advance, a sharp departure from most advertisers. It was an eagerly anticipated spot in the advertising world. Third, the ad delivered an unexpected message: it’s halftime in America and we’re going to rebound through hard work and determination.
The ad worked in many ways. It got attention, was distinctive and had strong amplification.
So why did the Kellogg panel give it a B?
The main issue is positioning. The spot is about American industry, or perhaps American automakers. It isn’t specifically about Chrysler. Indeed, the company watered the whole thing down by featuring all their brands at the end of the spot.
Overall, a great spot, but Chrysler missed an opportunity to keep building the Chrysler brand.
We’ll be updating the blog later today with complete thoughts on many of the ads that ran last night. Learn how we grade our ads via our ADPLAN framework.