This Day On The Street
Continue to site
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

2012 Super Bowl Commercials: Sneak Preview (Update 1)

Cars.com
It seems as if every year there's a Super Bowl ad that makes the nation ask, collectively, "just how is this supposed to get me to buy your product?"

This year, that dubious honor belongs to Cars.com's ad featuring a disembodied, disco-singing head that's supposed to represent a car-buyer's confidence. The image itself is no more jarring than, say, Johnny Knoxville's from Men In Black II, but the floating head's biggest problem is that it's singing right over the explanation of why anyone should use Cars.com's price-comparison service and, instead, prompts viewers to use the Shazam song-identifying smartphone app to tag the commercial and earn $1 for a charity.

Congratulations, Cars.com, you just paid $3.5 million to tell people absolutely nothing about your product in just about the dumbest way possible. Fortunately, that approach seems to work out just fine for the company.

Cars.com has been wheeling and dealing during Super Bowl breaks for the past five years, and this year's one 30-second ad displays the poise of a seasoned veteran. Last year, talking cars, belching trucks, poison-quaffing serfs, arrow-taking cowboys and jumbled teleporting scientists helped make Cars.com valedictorian of the "Consumers Is Dumb" school of Super Bowl ad casting.

Chief Marketing Officer Carolyn Crafts considers it "the launching point of our annual media plan," and with good reason. According to a survey by brand market research firm Brand Keys, this year's Cars.com ad is not only the most engaging in the Super Bowl Sunday field, but built brand equity by more than 10 points among viewers. Compare that with Anheuser-Busch's 2012 Super Bowl ads, which not only didn't convince Brand Keys respondents to buy into its Budweiser brand, but actually knocked its brand equity down by about nine points.

Kudos to Cars.com for being dumb in the smartest way imaginable.

4 of 16

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Submit an article to us!
SYM TRADE IT LAST %CHG
BUD $117.61 -0.56%
GM $35.22 -0.51%
HMC $33.85 -1.10%
KO $40.86 -0.24%
SKX $92.32 -1.10%

Markets

DOW 17,986.25 -84.15 -0.47%
S&P 500 2,101.58 -12.91 -0.61%
NASDAQ 4,960.1380 -56.7910 -1.13%

Partners Compare Online Brokers

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs