WHO REALLY WON THE SUPER BOWL?

Let’s face it: everyone was really there for the commercials. (In the fourth quarter, I had to point out to one woman in our party that the score of the game was on the bottom of the screen. She was there for the commercials.)

And in the arena of creative, laugh-making commercials, there were definitely some viable contenders. (The first Doritos commercial was among our faves, as was the spot for careerbuilder.com.)

But who really had the most salient sales message out there? Who was really most likely to see new business off their $3 million Super Bowl 43 spot buys?

FOR MY MONEY? HYUNDAI LED THE PACK

Never thought I’d hear myself say that.

But Hyundai has actually done something that can easily be considered strategic and relevant in these difficult times: they have made an offer that should appeal to people who are holding back because of the economy.

The campaign is “Assurance: certainty in uncertain times.” They were actually running these commercials prior to the Super Bowl, at least locally.

If you buy a Hyundai, and within the next year you lose your income, they’ll let you return the car.

Wow.

That’s kind of a smokin’ deal.

The company that introduced America’s best auto warranty 10 years ago now has your back. (To paraphrase from the company’s own copy.)

OK. BUT DOES THAT REALLY MAKE ME *WANT* A HYUNDAI?

Dunno. Probably not.

That job was left to a couple of other commercials

One was footage of a Hyundai sports coupe, driving all out on a closed track, making the car very sexy and desirable, as edited by someone who is presumably not a professional–and who is, with any luck, not going to have to return his Hyundai in the next year. Then, Hyundai invites you to edit your own version of the commercial.

The other Hyundai commercial is of Lexus executives screaming at their people in Japanese, and BMW doing likewise in German, because Hyundai vehicles have ostensibly received higher ratings.

The way things are going, maybe those BMW and Lexus executives are going to have to return their company cars in a year. At the very least, those corporate jets might end up in the backyard on blocks.

I HAVE NEVER CONSIDERED MYSELF A HYUNDAI CUSTOMER

After seeing these commercials, I’d actually give the car a second look.

And if I were in a more precarious career situation, I might be attracted by the Assurance pitch.

Now, this isn’t to say that some other, bigger companies advertising in the Super Bowl didn’t do well. There were still some good, funny, solid messages.

But Hyundai has done something our clients, the small business owners, should take to heart.

THEY HAVE COME UP WITH A POWERFUL AND COMPETITIVE OFFER FOR OUR TIME

They’ve set themselves up to prove they want your business, and they mean business.

They have set themselves apart from the competition in a way that makes them rise up out of the landscape.

They’ve hurled down a gauntlet to their competitors.

Hyundai is going to sell some cars, most assuredly.

So, in tough times, what is your client doing besides complaining and grinding you on rates?

We’ve addressed this before: the proactive marketing consultant is going to bring the client ideas to make him competitive in this economy. He’s going to have ideas to attract customers.

What are you suggesting to your client that’s as brazen as Hyundai’s offer?

As Always,
Blaine Parker
Your Short, Fat Creative Director in
Park City