So I have had a chance to digest the massive amount of calories I took in from the pizza, chips and goodies (and maybe a couple beers). I also am somewhat satisfied that a NFC North team took home the trophy this year, even if it wasn’t my Detroit Lions. Now that it is over and I had a chance to review the ads from this year. With a couple commercials I really liked, I decided to analyze them from a branding perspective.

It seems, by far, that Volkswagon’s Little Darth Vader ad was the most popular ad. It has been talked about everywhere and has gone very viral online, with some 20 million views on YouTube as of this article. But, is it effective? This depends on who your audience is in this case, I believe. People that are tech savvy and watch it multiple times definitely will have it on the brain. But, being a super funny/cute commercial can also go wrong without lots of airtime. Most people I have spoken to about the little Force-wielding guy that have only seen it once, couldn’t remember what brand of car it was. This is a problem with making a commercial that is too entertaining…the brand gets lost, because people are paying more attention to the fun than the product.

In the other corner, we have Chrysler’s Imported from Detroit commercial, featuring rapper Eminem. This one was a very smart commercial with good branding and a focus on a trendy topic of “keeping things local” here in the United States. By taking a very popular figure from Detroit in Eminem and focusing his speech on the Motor City, they built a rather strong emotional response to the audience, especially for those of us who grew up or live in the Detroit area. I thought this was an intelligent and unique commercial that didn’t assume the audience was too slow to follow it, which is a rarity in Super Bowl ads. I also believe that the “Imported from Detroit” slogan might have a long-lasting effect for them.

So, who wins? Well, Chrysler has an edge in this years branding, but Volkswagon could potentially be able to build a series of commercials based on this, so could have a better long-term prospect, but as Yoda mentions “Impossible to see the future is”. The Motor City is a tough place and not conquered easily. So for now, we are calling this a tie, and it seems that the Force has been brought into balance…for now.

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