Suche
Mein Konto
Super Bowl: Car manufacturer shoots against VW and Tesla
Electric car manufacturer Polestar ran a commercial at the Super Bowl for the first time - and attacked the competition in it.
Super Bowl: Car manufacturer shoots against VW and Tesla
The Super Bowl LVI is history. In a dramatic final, the Los Angeles Rams beat the Cincinnati Bengals 23 to 20. The final of the American professional football league National Football League (NFL) is the TVEvent in the USA par excellence and also causes a stir worldwide. This time there were 800 million TV viewers. No wonder it's about more than just sport. The halftime show is one of the biggest music events in the world and the commercial breaks are an event in themselves.
The Super Bowl is also pretty much the biggest stage in the world for the advertising industry. The largest corporations promptly fight over the coveted advertising space during the break. On top of that, these cost a fortune: around 6.5 million US dollars (around 5.73 million euros) were spent this year - for just 30 seconds of advertising. Then there are the production costs for the respective clips, which are often produced specifically for the Super Bowl.
A car manufacturer treated itself to this luxury of Super Bowl advertising for the first time this year and immediately caused a stir: the electric car manufacturer Polestar had a 30-second spot under the title“No Compromises” (no compromises) advertised its Polestar 2 model. The Volvo subsidiary did not skimp on the competition.
Polestar made fun of the extravagant advertising that competitors usually use to promote their own cars and promised no “epic voiceovers” and no “empty talk” or “hidden intentions”. In general, the message of the spot is that it is just as important to know what you don't want to do as what you want or should do. All of this is shown through written inserts.
Together with the New York advertising agency Forsman & Bodenfors, a simple but catchy spot was created in which two competitors were attacked in a relatively direct but amusing way. As it was said, there should be “no conquests of Mars” from Polestar – an allusion to the efforts of Tesla boss Elon Musk to colonize the red planet. In addition, there should be no Dieselgate at Polestar - best regards to VW.
In between it is generally said: “No blah, blah, blah” and “No greenwashing”. And at the end of the spot “No Compromise” and “No.2” – alluding to the model that is finally shown in all its glory. You see the spot here.
“When it comes to advertising, there is no bigger show than the Super Bowl,” says Polestar CMO – Åsa Borg in a release about the spot. This would make sense for his company especially now, as it is expanding and growing strongly worldwide, with the USA in particular being an important market.