Sunday, February 2, 2014

Super Bowl Advertising Reaches New Heights

In the 1950s Dinah Shore simply invited us to "See the USA in a Chevrolet." This was an example of a classic celebrity endorsement. A famous and well regarded person spoke on behalf of a brand.

Today, during the 2014 Super Bowl, we saw this concept of celebrity endorsement rise to new heights.

In the 2014 Chrysler Super Bowl commercial Bob Dylan, the risk-taking, visionary, intellectual, folk-rock icon reminds us what our nation is. Dylan spoke about originality, conviction, accomplishment, and legacy. With a driving rock beat, he honored "the heart and soul of every man and woman working on the line."

This commercial goes so far beyond celebrity endorsement as to redefine what endorsement advertising can be.  In this commercial, Dylan not merely endorses the brand, so much as he embodies the brand. Dylan, through all his work, has shown that he has a unique and incisive capacity to see what America is and what at its best America can be.

For the third year in a row Chrysler has won the Super Bowl advertising sweepstakes. Advertising quality is a leading indicator of a company's core values, managerial strength, and prospects for the future. This is a company to watch.

  Copyright © 2014 by John Eighmey. All Rights Reserved.

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