There was a point in time when companies waited until the Super Bowl to air their Super Bowl commercials. Apparently those days are over.
It is still five days before the big game and the Honda Automotive Company has already posted both extended versions of their high profile commercials on YouTube. The company is taking a drastically different approach to advertisements than they ever have in the past, and are clearly keen to capitalize on making their videos go viral, and save money along the way.
Super bowl commercials this year will cost a mind-blowing $3.5 million for a 30 second spot. If Honda were going to air both of their high priced advertisements it would cost over $30 million simply for the commercial time. That’s why they released the commercials in advance on the internet – to get people talking and stir up interest. And so far they’ve been quite successful. Honda is expanding the idea of Super Bowl Sunday, just as retailers lengthen the “Christmas season.”
As for the commercials themselves, the Seinfeld Acura commercial is better than the kind of lackluster Ferris Bueller Honda ad. Nevertheless, both commercials feature rather curious spokesmen.
While Jerry Seinfeld and Matthew Broderick are both extremely recognizable celebrities, neither is in the limelight anymore. Maybe Honda’s trying to connect with an older crowd? After all, “Ferris Bueller’s Day Off” celebrated its 25th anniversary last June and “Seinfeld” has been off the air for almost 14 years.
Normally I’m all aboard a nostalgic trip down memory lane, but there was something off about both commercials. I loved the idea of the Ferris Bueller ad, but I was insulted by the suggestion that Ferris’s taste in fine automobiles vanished over the years. As for the Acura commercial, the idea of Jerry Seinfeld telling “dirty limericks” at family dinners and having a “personal network of Manhattan zip lines” made me laugh, but Seinfeld’s acting ability will always leave something to be desired – and Jay Leno will always suck.