INFOCUS

2011 Super Bowl wins and fails

  • 9 of 10
  • View as single page

"Kaleidoscope"

Brand: Hyundai Elantra
Status: Fail

Hyundai #1Hyundai #2Hyundai #3Hyundai #4

(Click to enlarge)

Nothing can really detract from the tremendous success of this brand year after year -- Hyundai's marketing clearly rocks. But this Elantra ad tries really hard to be noteworthy with limited success.

One of the common denominators of successful big-game ads is storytelling. There's no story in this Elantra ad. Rather, Hyundai served up a visual feast that is interesting to watch but doesn't leave the viewer with the intended message. The positioning is powerful as an idea, but running this ad during the Super Bowl seems to be a poor way of communicating it.

Why it's a fail: 

  •  Less than 100,000 views on YouTube, Y! Video, and Google Video
  • Almost no social media "buzz"
 

Comments

Chloe Della Costa
Chloe Della Costa February 2, 2012 at 5:53 PM

Great article and excellent examples!