The Alfa Romeo Giulia, Kia Niro and Lexus LC 500 Win Big With Super Bowl Ads | Edmunds

The Alfa Romeo Giulia, Kia Niro and Lexus LC 500 Win Big With Super Bowl Ads


The 2017 Alfa Romeo Giulia, 2017 Kia Niro and 2018 Lexus LC 500 were the big winners among automotive ads that ran before, during and after the 2017 Super Bowl, according to analysis by Edmunds.

The Edmunds real-time analysis gauged which commercials resulted in the largest website traffic spikes during Sunday's broadcast. Edmunds then measured the traffic lifts against the average of the previous four Sundays on the car-shopping website to determine which ads had the most impact on viewers.

A commercial for the all-new 2018 Lexus LC 500 sport coupe, titled "Man and Machine," features dancer Lil Buck defying gravity as he tumbles around the LC 500 to Sia's song "Move Your Body." A voiceover by actress Minnie Driver says, "Machines don't have emotions, but a rare few can inspire them." At the end of the ad, Lexus introduces its new global tagline: "Experience Amazing."

After the commercial aired, there was a 1,710 percent increase in Lexus LC traffic on Edmunds, the analysts said.

In "Hero's Journey," an ad for the 2017 Kia Niro, actress Melissa McCarthy tries to be an environmental hero but runs into trouble at each attempt. She's capsized by a whale, catapulted off a cliff by a falling tree, swallowed by a crack in the polar ice cap and carried away by a charging rhinoceros. The tagline for the fuel-efficient Niro concludes: "It's hard to be an eco-warrior, but it's easy to drive like one."

After the commercial aired, Kia Niro traffic on Edmunds spiked 869 percent.

Alfa Romeo heralded the 2017 Giulia sport sedan with a trio of Super Bowl commercials intended both to emphasize the return of the marque to the U.S. and to flaunt the ability and mystique of the Giulia.

The first, "Riding Dragons," celebrates Alfa's return after a 20-year absence with a statement of the brand's philosophy, interspersed with shots of the Giulia. The second, titled "Dear Predictable," shows the Giulia tearing through the countryside as a letter to car shoppers invites them to "Say good-bye to predictable." The third ad, "Mozzafiato" (Italian for "breathtaking"), features glamour shots of the Giulia with the tagline, "Some cars take your breath away. Only one gives it back."

After the ads ran, there was an 802 percent increase in traffic for the Alfa Romeo Giulia on Edmunds.

Following the LC 500, Niro and Guilia in Edmunds traffic-increase rankings were the 2017 Buick Cascada, 2017 Audi S5, 2017 Mercedes-Benz AMG-GT, 2017 Toyota Mirai, 2017 Land Rover Range Rover, 2017 Chevrolet Silverado and 2017 Acura RDX.

While not all brands and models who advertised saw a lift in traffic when looking at the data cumulatively for the entire game, many did see immediate spikes during the quarter their ad aired. Traffic to the Honda CR-V rose 6 percent when its ad aired in the second quarter of the game, and traffic to Honda overall rose 14 percent.

"It's harder for the volume brands to show large lifts in traffic because they're working off of such a high baseline,  said  Jessica Caldwell, executive director of industry analysis for Edmunds. "Even minor gains are a victory, as those small percentage points represent a high number of shoppers expressing interest."

Models that had ads but showed no lift include the 2017 Audi Q5, 2017 Dodge Challenger, 2017 Mazda CX-9, 2017 Lexus RX 350, 2017 Toyota Corolla and 2017 Buick Encore.

Among all automakers that advertised during the Super Bowl broadcast, Alfa Romeo showed the greatest cumulative traffic lift, followed by Kia, Mercedes-Benz, Lexus, Audi and Land Rover. Those showing no cumulative lift included Nissan, Toyota, Acura, Buick, Dodge, Ford, Honda, Hyundai and Mazda.

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