Tag Archives: Space Babies

Study: Ad Analysis: Which Super Bowl commercials won and lost last night? [w/video]

By Seyth Miersma

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From kickoff through the blackout and on to the Baltimore Ravens walking away victorious at Super Bowl XLVII, advertising analysts were tracking the impact of all those very expensive commercials. Automakers and their agencies were no exception here, which means there’s been plenty of data logged in terms of which car spots actually succeeded or flopped.

Of course, as next-day results can’t exactly be measured by counting up how many folks ran out and bought a new car, judging audience reaction can be a tricky business. As evidence, we’ve read through (and watched) some early analysis pieces from various sources, and none of them can agree on which commercial was the most powerful of the night. Not even close, in fact.

We’ve read through the early analysis from various sources, and none of them can agree on which commercial was the most powerful of the night. Not even close.

“Lift” is a common marketing term and basis for measuring the success of a particular piece of advertising; the term refers roughly to the improvement in audience response to a product after viewing the advertisement. Using data from Edmunds about the lift generated by auto commercials during the big game, The Truth About Cars reported that Mercedes-Benz was the night’s big winner. TTAC maintained that the CLA Soul advertisement generated a whopping 3,067% of lift when it aired in the fourth quarter. The report also indicated that Volkswagen’s Get Happy ad and Lincoln’s Phoenix spot for the new MKZ were among the poorest performers on the night.

In an entirely separate study, car-number crunchers Autometrics had some dramatically different results (see the press release, below). In its report, Autometrics found the Lincoln MKZ spot to be the most successful of the evening, with an event-leading 42% “Share of Lift” and a massive 5,800% increase in “prospects.”

Moving into anecdotal review of the commercials, we see some evidence that the tenderhearted ads from Ram and Jeep were winners on the evening. USA Today interviewed former General Motors and Hyundai marketing chief Joel Ewanick, who personally found Ram’s Farmer commercial to be the most compelling. Ewanick reportedly considered Jeep’s Whole Again tribute to American servicemen and servicewomen to be the “second-best” spot. Of course, if you ask media expert Frank Luntz of CBS to talk about his reaction data, he’ll tell you that Farmer was one of the least successful ads of the game, while Kia’s Space Babies commercial was the toast of the Super Bowl as far as car makers go. Oh, and Luntz also claims that the CLA spot that the Edmunds data loved was “not distinguishable.” Go figure. Scroll down to watch the CBS breakdown video, below.

Who’s ready for that test drive now?

Continue reading Ad Analysis: Which Super Bowl commercials won and lost last night? [w/video]

Ad Analysis: Which Super Bowl commercials won and lost last night? [w/video] originally appeared on Autoblog on Mon, 04 Feb 2013 19:15:00 EST. Please see our terms for use of feeds.

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Video: Kia's second Super Bowl commercial lets booth professionals have their revenge

By John Neff

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This is more like it, Kia. After last year’s highly successful Adriana Lima-infused Super Bowl commercial for the Optima, we weren’t that impressed with this year’s Super Bowl ad for the new Sorento called Space Babies that Kia showed us earlier in the week. Its second spot for this year’s big game, however, gave us a chuckle.

Called Hotbots and starring Miss USA Alyssa Campanella as a futuristic robot, the ad plays out a fantasy that we know for certain has crossed the minds of many booth professionals. These are the attractive set of women and men who plant themselves next to new cars at auto shows. More than just eye candy, they’re usually extremely well educated on the product’s specs and features. Despite that fact, they have to put up with constant oogling and questions like, “Do you come with the car?” What this T-1000 won’t put up with is fingerprints on her shiny new 2014 Kia Forte, and she does something about it. Watch for yourself below.

Continue reading Kia’s second Super Bowl commercial lets booth professionals have their revenge

Kia’s second Super Bowl commercial lets booth professionals have their revenge originally appeared on Autoblog on Fri, 01 Feb 2013 16:31:00 EST. Please see our terms for use of feeds.

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Video: Behold, Kia's <em>Space Babies</em> Super Bowl commercial

By Zach Bowman

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Kia Space Babies commercial

Kia is out to answer life’s big questions in its ad for the upcoming Super Bowl. Questions like: Where do babies come from? The spot follows one father as he spins a tale to shield his young son from the world of adult truths. The story starts on planet Babylandia, where infants of every species live in peaceful coexistence until they’re called to Earth. When that happens, the adorable little beings suit up and take a nine-month journey through space to their new home before parachuting from the heavens. Sure beats that tired old stork yarn.

Oh, and we forgot to mention there’s a 2014 Kia Sorento in the spot as well. You can check out the whole shindig below for a quick chuckle. Expect to see the spot air during the fourth quarter of the Super Bowl, and keep your eyes peeled for the new Forte spot. We hear tell that ad features Alyssa Campanella in a robot get up. No, we don’t get it either.

Continue reading Behold, Kia’s Space Babies Super Bowl commercial

Behold, Kia’s Space Babies Super Bowl commercial originally appeared on Autoblog on Wed, 30 Jan 2013 19:58:00 EST. Please see our terms for use of feeds.

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Official: Kia previews its Super Bowl baby commercial, far cry from Adriana Lima

By Seyth Miersma

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We’re going to go ahead and give Kia the benefit of the doubt – the automaker brought us a bathing-suit-clad Adriana Lima in its Super Bowl spot from last year. That kind of thing doesn’t go unappreciated.

But, if we’re really honest, and judging solely on the “teaser” image seen here, the space suit-wearing, baby-star from Kia’s commercial this year is really creeping us out.

In any event, the Kia ad (sorry, “mini-movie”) called Space Babies will be set on the distant planet of “Babylandia,” and will attempt to present some kind of lie about where babies come from in the ultimate service of selling the 2014 Kia Sorento. Don’t let the panda, dog, pig, giraffe, rhino and unholy baby stare make you take your eye off the ball, folks – there’s car on sale here.

On a more promising note: We’ve also read reports in USA Today that Kia has engaged former Miss USA, Alyssa Campanella, to play some kind of robot in a commercial for the Forte EX. More on that breaking story as we have it.

Continue downward to read even more about the upcoming Kia spot, which is set to air during the Super Bowl‘s fourth quarter. Or, you can just click here, to watch the Adriana Lima ad again.

Continue reading Kia previews its Super Bowl baby commercial, far cry from Adriana Lima

Kia previews its Super Bowl baby commercial, far cry from Adriana Lima originally appeared on Autoblog on Sun, 27 Jan 2013 11:01:00 EST. Please see our terms for use of feeds.

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