Augmented Reality Car Ads: The "Second Half" of Auto Advertising?

Posted on Apr 05, 2012 | Comments (0)

We've reviewed Super Bowl ads a time or two in the past. But where are they going next?

Chrysler's Clint Eastwood "Halftime in America" Super Bowl spot was one of the most-remembered by consumers in our Super Bowl commercial study, probably due to its combination of celebrity presence and a topical issue (the recession). It was also somewhat divisive: some loved it; some hated it.

Now, Chrysler has followed up the Clint Eastwood ad with additional ads designed to emphasize the company's role in rebuilding the economy by establishing local jobs. Feel-good taglines and excerpts for Chrysler, Dodge, Jeep, and Ram include:

- This country can't be knocked out with one punch.

- The world will hear the roar of our engines.

- All that matters is what's ahead.

- If we can't find a way, we'll make one.

The ads are emotionally compelling, and may boost sales--Chrysler's Q1 2012 results look good, up 34% over last year, perhaps due in part to the Eastwood Super Bowl ad.

In keeping with the "Halftime in America" theme, though, we wonder: what's next for Chrysler and other automakers in terms of advertising? Car ads have been visually appealing and emotionally evocative for a long time. With Titanic out in 3D and Google Goggles close to becoming a reality, where are our 3D, augmented reality, or virtual reality vehicle ads? Wouldn't the feeling of driving a vehicle down a winding road be more compelling than any economy-related tagline?

Some automakers have experimented with 3D and AR, but it has yet to go mainstream. In 2013, will Super Bowl ads go AR for the first time? We're looking forward to finding out.