It is without a doubt that the automotive sector is a larger player within the entertainment industry. The DeLorean DMC-12 from Back to the Future, the red Ferrari 250 GT from Ferris Bueller’s Day Off, and the infamous Cadillac Miller-Meteor from Ghostbusters are just a few of the iconic cars that got their claim to fame driving across the big screen. In addition to Hollywood films, television plays a big role in the automotive industry. Whenever you turn on the TV, you are inevitably going to see a car commercial. Whether that is a local dealership, a national car manufacturer, or up and coming online car companies like Carvana, the automotive industry has a dominant place on our screens.
On December 13th, NBC released the first two episodes of their new workplace comedy, American Auto. Similar to other workplace comedies like The Office, Parks and Recreation, and Superstore, we are humored by the daily lives of people just like us. We follow the employees of a Detroit based automotive manufacturing company, Payne Motors, as their company is adapting to the hire of a new CEO. Currently, only the first two episodes have been released on NBC, however, we are awaiting more twists and turns to come when the series official premiers on January 4th.
As we move into the new year with a fun TV show, we also approach another big day for the automotive industry…the Super Bowl. Tens of millions of dollars have been spent in previous years by automotive manufacturers on television spots during the big game. In the past, many famous celebrities have made guest appearances in these commercials viewed by millions watching the big game. Last year General Motors put out a commercial starring Will Ferrel, Keenan Thompson, and Awkwafina as they discuss Norway being the leader in EVs. General Motors ends their spot promoting 30 new EVs by 2025.
Looking back at 2020, how can we forget the “Smaht Pahk” commercial starring famous Bostonians Chris Evans, John Krasinski, Rachel Dratch and David Ortiz?! The commercial focuses on the Smart Park features of the Hyundai Sonata and encourages drives to find a “bettah” way to park.
Although the Super Bowl is one of the biggest days for automotive advertising, it is not without its challenges due to the pandemic. In the past couple of years, many companies focused on using their resources and money to aid and assist others during the pandemic and pulled back on their advertising spends. There is a possibility that we may see a temporary dip in automotive advertising during another pandemic Super Bowl. Many local dealerships have shifted their focus completely to servicing existing vehicles and selling pre-owned vehicles for those who are looking to get into a new (to them) car.
The automotive industry continues to develop and grow with new technology. We will continue to see representation of this industry in the media whether it be iconic movie roles, new television shows, or celebrity studded Super Bowl advertisements.
The automotive industry has not been exempt from the struggles and complications the pandemic has caused, but its representation in the media will be ever present. As an automotive digital advertising agency, we are always eager to see how the media reflects the industry and its trends. If your dealership is looking for new digital advertising ideas, our team at Digital to Dealer Direct can help you accomplish your goals. Call us today 877-958-4524 or visit our website to learn about the many automotive marketing services we provide.
After graduating from the University of Delaware with a major in Media Communications, Leigh began her career working in advertising. Two years of agency experience in account management and digital marketing as an intern and full-time employee, have given her the knowledge and experience to grow in this field. She enjoys creating campaigns that drive leads and traffic for clients, in addition to optimizing and strategizing for best results.
