Last night’s Super Bowl started with a low rumble. It’s over now, and while the Big Game itself wasn’t much of a contest this year, we wouldn’t blame you if you just tuned in for the car commercials that showed us the automotive industry has heart.
Naturally, 2020 was a difficult year for everyone, from the pandemic to civil unrest. So this year, the ratio of humorous car commercials compared to the ones that try to tug at your heartstring shaped up to be a little more skewed toward the latter than usual. It was probably unexpected, and that’s not a bad thing!
With car manufacturers like Hyundai and Kia who opted out despite big showings in the past, we naturally saw fewer car-focused ads. But, the messages and positive impact that we were left with from these car brands that did participate was immense. The General Motors Super Bowl commercial opted for comical relief, Jeep‘s Super Bowl commercial went all-in for heartstring-tugging patriotism, and Toyota’s Super Bowl commercial was a tear-jerker that left us feeling utterly inspired.
These were not the usual car commercials to say the least, and they shouldn’t have been considering we are living through some major historical events.
The industry is changing along with the world around us. The Jeep Super Bowl commercial really was the highlight of all the ads. We’re not saying this because Bruce Springsteen a.k.a “The Boss” told us to. It was the best because it fluidly and effortlessly brought us together and reunited the nation in what seems to be the most polarized political climate ever.
* Disclaimer: This blog is not about politics, but there is something we need to address across every industry…divisiveness. In my humble opinion, it just wasn’t a time to deliver an attack ad against traditional car dealerships when we’re trying to meet in the middle.
The car commercials that were running this year clearly expressed the consciousness of our industry. As the trend of online shopping continues to evolve and with the emergence of AI and app-based eCommerce sites, car dealers are not obsolete. In 2021, car dealers are more than capable of performing the online purchase and home test drives that buyers are looking for.
Dealers are not lacking, in fact they’re providing more options to meet buyers on common ground whether they want to have a traditional buying experience in-person or online where there is an option to connect with a live person. Unlike app based eCommerce sites traditional dealers are not forcing the buyer to make a major lifetime investment solely over WiFi.
It took over a decade for Springsteen to sign on to any advertising platform. That should speak for something. The industry is evolving and dealers need an automotive digital marketing team of experts like us at PCG Digital to keep you honest.
#ICYMI Here is a round-up of all the super bowl car commercials — the best and the rest — in one convenient place for you.
Ratings for Super Bowl Car Commercials
If you are interested in learning more about our capabilities and services click the link below!