Autoblog

click above to watch the first commercial from Chrysler's new campaign

Chrysler wants to get the message out that its listening to customers and responding quickly to improve its products. To that end, the privately-owned automaker is kicking off a new ad blitz this weekend with three commercials set to air in conjunction with the Super Bowl. The three ads you'll see this weekend are product specific and focus on the Chrysler 300, Dodge Charger and Jeep Grand Cherokee and Commander (the Jeep spot can be watched after the jump), though there are a total of eight product specific ads that will eventually be aired during Super Tuesday programming, the Indy 500 and the Oscars. In addition, Chrysler's also got an animated cross-brand ad titled "Listen to You" (screen shot above and more in the gallery below) that shows a kid creating his own car company by, what else, listening to what people want. The whole campaign is called "It's A New Day", and you'll likely be seeing it everywhere soon.

Of course, for all that listening Chrysler is doing, there ought to be something to show for it, and there is. While better interiors won't happen overnight, Chrysler has developed 12 new vehicle packages for its models that bundle previously pricey options together at a lower cost. All 12 of the packages can be seen after the jump, but most include upgrades like the best available wheel package, chrome trim, premium leather, heated seats and the automaker's MyGig entertainment system with in-dash hard drive and navigation system where applicable. In each case, the cost of the package is far below the sum of the individual options. Check out the first Jeep ad after the jump, along with Chrysler's official press release.

[Source: Chrysler]

click above image to view Hyundai's Super Bowl commercials

The Super Bowl is this Sunday, and that means we get to see the best commercials that money can buy, and perhaps some football, as well. Hyundai was unsure whether it wanted to spend $2.5m a pop for two :30 spots (a voice over by the Dude doesn't come cheap), but in the end the South Korean automaker decided the Genesis sedan was a big-time product, and it deserved a spot on the world's biggest stage. We loaded both of Hyundai's ads after the jump, and we like what we see.

Hyundai deliberately shied away from any sort of pizazz or funny gimmicks, instead focusing on the virtues of its 375-hp rear-wheel-drive sedan. The silver Genesis on center stage, which is actually the Korean market model (note the winged "Genesis" hood badge and home-market grille), looks great in motion, and Hyundai didn't waste any time needling the luxury car competition. The two spots reference the Genesis having 7-Series and S-Class size with a price tag closer to that of the 3-Series or C-Class. Both spots knock the fact that most Super Bowl ads are about entertainment instead of great products, and both :30 ads drive home the point that Hyundai has a potential game-changer on its hands. We're not advertising experts, but we'd consider this $5m well spent. Follow the jump to preview the ads. Thanks for the tip, Alex!

[Source: Hyundai]

Audi has updated its U.S. website with a short video that features a counter ticking the time away "until the moment of truth." The seconds flying by lead up to the date and time of Super Bowl XLII this Sunday. Below is a short message that says, "On February 3, 2008, over 140 million TV viewers will witness the start of a new era. Register now for your exclusive sneak preview... and more."

While the video only shows dark glimpses of the R8's wheel and headlight, something tells us Audi has big things planned for its very expensive Godfather-themed Super Bowl commercial. Registering on Audi's website will get you a free sneak preview of the ad on the morning of the Super Bowl, so we have, of course, already signed up and will let you know what we see.

While tipsters are telling us that an R8 Cabrio may debut in the ad, we've found no hard evidence to back this up. Instead, we expect the ad to introduce a new image of Audi to American consumers. Audi lacks the prestige and cachet of brands like BMW and Mercedes-Benz in the United States, and from what Scott Keogh, marketing head for Audi of America, has already revealed, it sounds as if the German brand will position its German competitors as old farts compared to the new hotness that is Audi. Thanks to everyone who sent us this tip!

[Source: Audi]

BONUS! We've included a high-res preview gallery of the 2008 Audi R8 that we've just had in the Autoblog Garage. Our review of the R8 is coming soon, so enjoy this sneak preview in the mean time.

The Super Bowl is the single biggest advertising day of the year. Somewhere in the mix of all the great ads, a football game gets played, but the next day all we can talk about are the commercials. Back in October, Hyundai went all in purchasing two :30 spots during the big game. Earlier this week, however, the Korean automaker said it was backing out of the Super Bowl because of a weakening U.S. economy coupled with the exorbitant price of the spots. If you're disappointed that the Italic H isn't going to be represented at the game, don't be, because Hyundai has changed its tune. After only a few days on the sidelines, Hyundai is getting back in the game and the ads will go on as scheduled. It's not known whether Hyundai is merely trying to get free pub in advance of the expensive spots, but we do know that since Hyundai has caused all the stir, the ads had better be good.

[Source: Auto News, subs. req'd]

When viewers tune-in to watch the 42nd annual Super Bowl on February 3rd, four automakers – Chevrolet, Hyundai, Toyota and Audi – will compete for the hearts and minds of the gridiron-obsessed masses.

Chevy is only planning one, 60-second ad during the second quarter, while Cadillac will be featured during the pre- and post-game shows. Toyota has two spots of undetermined length, which are expected to hype the redesigned Sequoia and the Tundra pickup, while Hyundai will finally throw its hat onto the Astroturf with two, 30-second spots.

Audi is returning to the game after a 20-year hiatus with a minute-long ad featuring the R8, and we'd expect the spot to focus on the automaker's blitz to become the dominant luxury manufacturer on Earth.

Also of note, Cars.com will be ponying up the required $2.7 million dollars for a 30-second spot, which is causing us to consider renting some ad time on the Goodyear blimp -- or just shooting Neff out of a cannon with an Autoblog-badged cape.

[Source: Audi, Automotive News – Sub. Req.]

Turns out the trick-looking Cobalt we showed you earlier is actually an extra General Motors used in one of its Super Bowl commercials that will debut this Sunday. The car originally debuted as a 2005 SEMA vehicle (thanks, Nick!). The distinguished Ray Wert III from Jalopnik saw our post with the picture of a Cobalt wearing a very Malibu-esque face, and immediately noticed it in this commercial. Despite the fact it's apparent the car is just a prop, it doesn't change the fact that the Cobalt would look a lot better with a front end more like the Malibu's. Mystery solved.

Check out the commercial in full after the jump, the Cobalt appears with about 13 seconds left.

[Source: Jalopnik]

You didn't think the only commercial General Motors would air during the big game on Sunday would be a spot made by a bunch of college kids, did you? No, GM has its own ad in the works that won't have to work hard to beat the flop it fielded last year. A 30-second preview of the ad has been released on YouTube, and it appears the ad is for General Motors as a whole and not any one specific brand. The star of the spot is Robot, an articulating mechanical arm with some serious self-esteem issues that works in a GM assembly plant. Turns out that the little guy doesn't know what to do with himself when the cars he helps assemble roll off the factory floor. He's so distraught that he takes a job as a drive-thru order box, and then pitches himself off a roof to end it all. It's funny, but a little strange, too. Not that the ad agency intended this, but it feels like you're watching a union member who just lost his job. It's just a preview, however, so we'll wait until the full 60-second version airs on Sunday to pass judgment. Once it goes live, you'll also be able to check it out by visiting this site.

[Source: One of GM's many ad agencies]

Every company that produces a consumable product wants to make its mark during the Super Bowl with a sweet commercial. Automakers are no different, and you'll see plenty of spots during the big game from your favorite OEMs. Ford is planning on pushing its new 2008 Super-Duty pickup, and will be sponsoring the Super Bowl "Built Ford Tough Pre Kick" show on CBS. Three commercials are set to air, including two 15-second spots and one extended 60-second spot. We have the two short ones for you here, one of which shows the Super-Duty's new 6..4L twin-turbo Powerstroke diesel being assembled out of this air and the other showing off the truck's unique Tailgate Step. The longer commercial will show the whole truck and its susbsytems being assembled in a similar manner. All three spots were created by Ford's ad agency, JWT Detroit, and done using CAD-based engineering data on a computer. Hence, you won't see a finger print smudge anywhere during the commercials, as this was a totally hands-off production. Check out the Tail Gate spot after the jump and check back after the game when we'll have the 60-second spot posted.

[Source: Ford]

Why hire an intern when you can get students to work for free? Chevrolet recently announced a contest wherein its ads for Super Bowl XLI will be created through a competition amongst teams of college students. All US college students can participate in The Chevy Super Bowl College Ad Challenge. Teams of up to three students will create the concept for a commercial promoting Chevrolet's new lineup of cars and crossovers, specifically the Aveo, Cobalt, HHR, and Equinox. Students will submit presentations showcasing their creative ideas, which will then be judged later this fall. Five teams will be given an all-expense paid trip to Detroit where they will present their ideas in person to Chevrolet and ad agency executives. The winning team will participate in the production process as their concept is developed and made into a 30-second television commercial. The students' commercial will then air during Super Bowl XLI on February 4, 2007. Considering how much 30 seconds of air time costs during the Super Bowl, Chevy is placing a lot of faith in the creativity and marketing savvy of our youth. We'll have to wait until the big game to see if the plan bites them in the ass our not. You can check out more of the contest rules after the jump in Chevy's full press release.

[Source: Chevrolet]