It's funny. Marketing is one of those areas of a business that never is given the respect it deserves. When it kills it, it's never given the right amount of cred. When it fails, it's a sh!tstorm.
As companies mature their marketing org though, it's becoming less of an art and more of a science. And the Super Bowl is marketing's main event.
There were a flurry of advertisements tonight. To be straightforward, we always like to highlight the good ones; however, one stuck out aside from the others. It's not for the right reasons, either.
Audi highlighted the all-new e-tron coupe. In doing so, it leveraged Maisie Williams — an actress known for her work on Game of Thrones — and the well-known song "Let it go" from Disney's Frozen. If you're a parent, you've probably heard the track 10,000 times.
Long story short, it kicks off as Williams is stuck in a traffic jam. Then, she belts out the tune. There's not much more to it than that.
Overall, the entire spot felt lame. The actress appeals to the millennial generation, which are more likely worried about knocking out the rent rather than if they can purchase an electric vehicle with a base price of around $75,000. The song is universally hated among parents due to how many times they've had to endure it. And, visually speaking, the spot lacked any true panache.
When it played at the get together I was attending, no one flinched or even asked about the product. DEAD on arrival.
That said, we've got to ask:
Can YOU name a lamer Super Bowl car commercial than Audi's effort tonight?
Embracing the future starts with letting go of the past. Join Maisie Williams singing Disney’s ‘Let It Go’ from Frozen, and Audi as we drive to a more sustainable tomorrow in an all-new Audi e-tron Sportback. The only thing you might not be able to let go of, is the song.
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