Detroit, Darth Vader Win Super Bowl Ad Battle

Read more at: CNBC

A Chrysler commercial featuring rapper Eminem and a lighthearted Volkswagen advertisement triumphed on Super Bowl Sunday, as the annual battle of the brands turned into an all-out marketing blitz by automakers.

A science-fiction-themed ad for Motorola’s new Xoom tablet computer was among the other spots praised by several marketing experts who watched this year’s Super Bowl, along with 100 million or so other Americans.

Another popular spot came from E*Trade Financial and featured its popular spokesbaby getting measured by his tailor Enzo, “the artiste behind my wardrobe.”

Hardly a commercial break passed without an ad from the automotive industry, including those by Mercedes-Benz, a unit of Daimler, BMW, Hyundai, Kia, Audi and General Motors, which sat out the last two Super Bowls.

Standing out from the parade of auto commercials, Chrysler Group LLC ran a rare two-minute ad that showed a gritty, tough, proud Detroit.

“What does a town that has been to Hell and back know about the finer things in life?” the narrator asks. “Well, I’ll tell you, more than most.”

Sweeping views of the city — joggers, soaring skyscrapers , ice skaters, as well as bleak landscapes — follow until the ad winds up with Detroit native and rapper Eminem standing on a stage with a gospel choir, declaring, “This is the Motor City and this is what we do.”

Volkswagen hit a far different note with its equally well-received spot called “The Force.” In the lighthearted commercial, a boy dressed as Darth Vader believes he used the mythical “Star Wars” force to start his dad’s Passat.

“Volkswagen did really well, a nice creative build that ends with a good positioning of the brand,” said Professor Derek Rucker of the Kellogg School of Management, who oversees a Super Bowl advertising review.

“Given the number of car companies, this could be a big coup for them.”