Jeep and Ram Trucks 2013 Super Bowl Ads Have Mixed Performance


  • Ram Truck Farmer Ad Picture

    Ram Truck Farmer Ad Picture

    Chrysler's "Farmer" commercial that aired during the 2013 Super Bowl drew plenty of online buzz, but little lift in vehicle consideration. | February 05, 2013

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Just the Facts:
  • The 2013 Super Bowl advertisements for Jeep and Ram Trucks have drawn plenty of online buzz, but little lift in vehicle consideration, according to Edmunds.
  • The 2014 Mercedes-Benz CLA-Class still remains the clear winner with a 5,813 percent lift in vehicle consideration.
  • The 2013 Super Bowl ad for the Audi S6 had a "halo effect" on the Audi S8, which actually had a larger jump in consideration.

SANTA MONICA, California — The 2013 Super Bowl advertisements for Jeep and Ram Trucks have drawn plenty of online buzz, but little lift in vehicle consideration, according to an ongoing analysis of automakers' advertising efforts by Edmunds.

Jeep's "Whole Again," a two-minute spot that aired during the Super Bowl, is a heartfelt letter, read by Oprah Winfrey, to the service men and women of the U.S. armed forces. As of Tuesday morning, it had garnered 1.3 million views on YouTube.

The Ram Truck commercial, dubbed "Farmer," was inspired by the "So God Made a Farmer" tribute delivered by the late radio broadcaster Paul Harvey. As of Tuesday morning, it had attracted almost 4 million views on YouTube.

The 2014 Mercedes-Benz CLA-Class, with a little help from supermodel Kate Upton, still remains the clear winner with a 5,813 percent lift in vehicle consideration, according to the analysis. Mercedes-Benz USA is still the winning brand in a full-day analysis of Super Bowl car advertiser consideration lifts on Edmunds.

The Lincoln Motor Company had the second-highest brand consideration lift, according to the analysis of online traffic.

Another surprise: The 2013 Super Bowl ad for the Audi S6 had a "halo effect" on the Audi S8, which actually had a larger jump in consideration, according to Edmunds.

Out of the three SUV advertisements that ran during the 2013 Super Bowl, the 2013 Toyota RAV4 was the best with an 81 percent lift. The top eight models advertised were either luxury or crossover vehicles, the analysis found.

Edmunds says: Buzz does not necessarily translate into vehicle consideration. But Edmunds will continue to monitor the situation through Wednesday.

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