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Jeep scores #1 with AdWeek

by David Zatz on

Jeep scored the top spot for AdWeek’s best ads of the Super Bowl. The only other automaker in the list was Audi, coming in at #3, taking off from David Bowie’s “Starman” shortly after the musician’s death.

Jeep-Portraits-Web

The advertising industry trade magazine wrote that “going quieter” amidst “the noise of the Super Bowl” paid off in telling FCA’s view of the Jeep’s story. The magazine concluded, “Giving viewers something thoughtful, and beautiful—with inspiring craft—can make a lasting impression at the circus of advertising’s biggest night.”

Some writers said the Prius ad stood out more than Audi’s or Jeep’s.

The real test of the ads, though, is not critical review but a combination of sales and  interest — the latter shown by views of the ads on various video players, by hits to car-shopper and pricing sites, hits to the Jeep page, and visits to showrooms). So far, these metrics have not been released, but if they are stellar, Jeep is bound to tell us; and regardless, KBB’s list of Super Bowl “popularity bounces” put Jeep at No. 4 among the automotive brands with searches up 99%. It didn’t make the top five on Edmunds.com’s list, though the Fiat/Zoolander ad did. Checking YouTube for statistics has become fraught with error since there are often multiple uploads of each ad, not to mention views on other sites.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304


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