Like everyone else, we spent most of our night yesterday watching Super Bowl XLI, and like most people we watched the commercials with almost as much interest as the game. Usually, automakers spend just as much time and money on the Super Bowl as do beer and soda manufacturers. That didn’t seem to be the case this year.
Toyota and GM seemed to spend the most getting their new commercials out there. Toyota’s new Tundra got two new commercials showing off the vehicle’s capabilities. One had the truck speeding through a closing steel door — kind of like in “Independence Day,” except without aliens and spaceships — then coming to a full stop before the road ran off a cliff. Neat. Totally fake, but neat.
The other Tundra commercial showed the truck towing 10,000 pounds on a trailer up an inclined seesaw of scaffolding, which then flipped downward so the Tundra could once again show off its brakes. Neat, but would the trailer brake that easily?
Speaking of questionable tactics: Honda keeps referring to itself as the most fuel-efficient car company, as it did in its kind of boring ad last night. However, that stat refers to the 2005 model year lineup, which includes the now-discontinued Insight hybrid and lacks the new Ridgeline pickup truck. We’re not sure if the 2007 MY lineup is the most fuel-efficient, but our guess is no based on them still using the 2005 figure.
GM’s singing celebrities and normal-owners commercial wasn’t any better. It didn’t endear us to the brand as it was intended to, and was completely forgettable. And don’t get us started on the men-stripping commercial, which was a contest winner’s idea. It made no sense.
GM’s most interesting commercial showed an assembly line robot committing suicide in a dream sequence. It too made little sense and didn’t bring home the quality attribute it was aiming for, plus it was over the top.
Perhaps the least bad best car commercial was Ford’s, showing off its new Super Duty trucks with a manly guy explaining just how great they are. There wasn’t anything fancy involved besides a big, big truck.
What was your favorite car commercial from last night?
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