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Kia Seeds 5-Hour Super Bowl Ad; Honda's Preview Gets 10M Views

  |  February 1, 2012   |  Comments

Adriana Lima and Matthew Broderick help automotive brands dominate online before the big game.

As if auto brands haven't gotten enough attention during Super Bowl week, Kia Motors launched the tease of all teases yesterday. It seeded a five-hour video of supermodel Adriana Lima waving a flag. That's right - five hours. And in super slow-motion.

The gimmick hasn't exactly gone viral, picking up only around 13,000 YouTube views so far. Lima also appears in a 0:16 tease for Kia that was launched last week, receiving 82,000 YouTube views.

Honda has nearly stolen the show with its "Ferris Bueller" reprise. The spot's :10 online tease has garnered 4.8 million views since going live on YouTube last week. What's more, the car brand's 2:25 extended version - posted a few days after the preview – has recorded 6.3 million views.

Chevrolet has been busy, too, buying Twitter's Promoted Trend inventory on Monday and Tuesday to push its "Happy Grad" spot for the big game on Feb. 5. The Twitter ads, which cost up to $120,000 per day, used varying creatives. One directed click-throughs to the "Happy Grad" YouTube video, which has accrued 913,000 views since Jan. 19.

Copy for another version of the Promoted Trend ad pushed a mobile app called "Game Time." Those who download the app have a shot at one of 20 Chevy Camaros or other prizes.

Additionally, Acura has purchased YouTube ads to push a teaser spot for its first-ever Super Bowl ad. The 1:52 spot depicts comedians Jerry Seinfeld and Jay Leno at an Acura dealership. It has racked up 4.3 million views.

And Volkswagen, which ran the most beloved of Super Bowl spots last year, is back with a new Star Wars themed ad, released today. Once again, the ad had its own ad - "The Bark Side," featuring a chorus of dogs. That preview spot has been viewed 10.6 million times.

Zachary Rodgers contributed.


Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

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