Next a group of at least 500 consumers review all of the ads and ranks them using the same criteria.  The results are then used to generate a scale of 1 to 950 which represents the overall score based on likeability, relevance, watchability, attention, persuasion, and even desire.

Mercedes has generated content for viewers across the spectrum from their light hearted Superbowl ad where the tortoise beats the hare as a result of the AMG GT S which is as stark a contrast as possible to their “crashworthy” campaign which shows what seems like an endless barrage of  Mercedes-Benz going through crash tests.  In a crowded space Mercedes-Benz has connected with consumers on multiple levels and built on common ground with consumers.  The result is over 300,00 Mercedes-Benz sold within the first 10 months of 2015.

Here’s a look back at the tortoise commercial affectionately called “Fable”

https://youtu.be/LQvdIGeUUvo

… and here’s the montage of Mercedes-Benz crash tests also known as “Crashworthy”

https://youtu.be/llKlz6gHVl8

General Motors is planning to launch reviews for all of its PR agency partners around the globe, with the goal of consolidating with one agency of record per brand.

Tony Cervone, senior VP-global communications for the automaker, said the reviews will “take place for the most part in 2016,” except for Cadillac, which will begin before the end of the year.

Each GM brand, such as Chevrolet and Cadillac, will consolidate from multiple PR firms to one global partner, said Mr. Cervone. However, one agency may work on both Buick and GMC.
GM has strong agency support right now, he added, so it’s not an issue of underperformance, but rather the fact that the current structure is too complicated. “We’re not able to fully take advantage of agencies and their abilities to run effectively and globally counsel us and leverage our skill sets,” said Mr. Cervone.
The automaker will invite incumbents, such as Weber Shandwick and MSLGroup, which both do corporate work for GM; FleishmanHillard (Cadillac and Chevrolet) and John Doe (Buick and GMC) among others now on the roster to compete in the reviews.
While Mr. Cervone declined to disclose budgets, he said that they will not be trimmed.
“We’re not trying to drive fear into the agency world,” he said. “It’s really about transforming how we’re working with agencies and the way we’ve historically used agency resources to build on what we do normally day in and day out.”
With a more streamlined communications team, Mr. Cervone said the company and its brands will have better message alignment and consistency around the world, which is “more important than ever today.”
GM ranked as third largest ad spender in the U.S. according to the latest ranking from the Ad Age Datacenter. In 2014, the company spent $3.12 billion on advertising in the U.S.
Earlier this year, GM was one of a several automakers, including Lincoln, Jaguar, Honda, and Acura, that decided not to advertise during the Super Bowl.

Courtesy of AdAge.com

Mini – Defy Labels
Mini spent their 30 seconds of fame trying to dispel the myth that they were only a car for a very specific demographic by parading a slew of celebrities across the screen.  The disappointing aspect was that the Mini just sat there throughout the entire commercial and they never highlighted the vehicle itself.

https://youtu.be/T0wyOTaC0a0

Jeep – Portraits
Jeep immediately pulled at your heartstrings by showing a series of images from World War II to Jurassic Park.  The limitation here was that your connection to the commercial was limited to your experience with their brand throughout your life.  A very powerful message to the existing “cult” of Jeep owners, but it fell a little bit short of appealing to new customers.

https://youtu.be/wKn5K5V7tRo

Toyota – The Longest Chase
Here again, a manufacturer spent their precious air time dispelling myths about their vehicle when a group of bank robbers has their get away car towed and has to commandeer a Toyota Prius as their get away vehicle.  The commercial highlights the acceleration, backup camera, fuel efficiency, autonomous braking, etc. of the new Prius IV.  The car is highlighted throughout the commercial, and the only real inconsistency is that the cameo appearances by the season 2 cast of “The Wire” shows them as bank robbers instead of the drug smugglers they played on the show.

https://youtu.be/rHzLUdd7kZ8

Hyundai – Ryanville
Hyundai went BIG this year with multiple commercials for the Elantra.  In this spot Hyundai creates a parallel bizzaro universe where all men look like Ryan Reynolds to highlight another autonomous braking system that even works on pedestrians.

https://youtu.be/njKapVGzbuc

Hyundai – Talking Bears
This Hyundai Elantra commercial focuses on the vehicle’s smart phone integration by featuring a couple being chased through the woods by a pair of ravenous bears.  Just before they arrive at the vehicle the drivers engages his smartwatch and “tells” the car to start.  The bears only eating humans on an “cheat” day for their diet adds comic relief, but you have to wonder if this was in production before or after the release of “The Revenant”.

https://youtu.be/LT6n1HcJOio

Hyundai – First Date
Hyundai again, focused on just one of their vehicle’s features in the Hyundai Genesis First Date commercial featuring Kevin Hart as an overprotective father who uses Hyundai’s car finder system to track and spy on his daughter and her date as they spend their evening at the movie theater, carnival, and “parking”.

https://youtu.be/-R_483zeVF8

Acura – What He Said
As well produced as this commercial was, I can’t help but feel that it was a bit of a reach for Acura.  The NSX has never been one of those iconic vehicles that fostered an enormous following.  Nonetheless, the new model is beautiful, but at a price tag of $157,000 it is definitely not a car for the masses.

https://youtu.be/JSlPxMLDP-Q

Buick – The Big Day
I have never been a huge fan of the ongoing “it’s a Buick” themed commercials where everyone is surprised that the vehicle in the ad is a Buick.  Unfortunately, this one is no exception.  Buick launched this campaign style back in March of 2014 and I think that they’ve milked it for all it’s worth.  After almost 2 years of advertising, I think that there was a lost opportunity here to launch a new theme on the largest stage of them all, however, if it’s still moving units…..

https://youtu.be/cYyWq_Vads8

Audi R8 – Commander
This in my opinion is what Acura missed out on with the NSX commercial.  Featuring an aging astronaut who has lost his zeal for life until hi son turns over the keys to a 205mph Audi R8 commercial immediately endears the American public to an import by connecting with one of the most compelling moments in American history, the race to the moon.

https://youtu.be/diU_09jb4bI

I won’t bore you with any count downs or long drawn out explanations.  If we were to choose by manufacturer, it would be tough to beat out Hyundai who appears to have laid out a VERY strategic campaign promoting their brand by using the absolute best of the features offered by multiple vehicles in their lineup, but that’s not what this was about.  This was a review of each :30 second segment.  That being said, in my opinion, it was Audi who scored best with a universal message that would connect with the masses balanced with all the best the R8 model has to offer.