There were a vast array of Super Bowl ads that gained the attention of the social media world, as well as the admiration of millions of viewers. In my opinion, there were some awful ads (Chobani Yogurt, GoDaddy, Mazerati), and a few great ones (Budweiser, T-Mobile, Chevy), but the most original ad was Audi’s Doberhuahua spot.
When I saw this ad, I nearly spit out my beer laughing so hard. The sports bar where I was watching the game was crowded and loud, so the ads message didn’t carry well, but the image of those weird science-experiment-gone-wrong, mix-breed dogs caught my attention. The buzz about the odd commercial created a viral Doberhuahua Brouhaha. I wanted to see what all the talk was about, which had to wait until after the game.
I had the opportunity to view the Doberhuahua ad again the next day in the quiet of my living room. The message of “compromise is bad” did come through but the automobile that was “designed without compromise” , the Audi A3 was overshadowed by the creepy dog. A split-second look at the Audi A3 logo on the car, followed by the last screen announcement of the Audi A3, and that’s all the branding within the commercial that was displayed, at least that is all I saw. The advertisement was creative and visually stimulating with a memorable dog creature but it did not connect the product with the message.
An informal survey amongst friends, family and co-workers (two weeks after I first saw the ad during the Super Bowl) resulted in a good news-bad news scenario for Audi.
Survey results: Doberhuahua Survey
Do you remember the Super Bowl Doberhuahua commercial?
19 out of 20 surveyed not only remembered the ad, but thought it was very funny.
Do you remember what the product was in this commercial?
Zero, not one person, could remember that it was an Audi commercial. Three (3) thought it might be a car ad, but was not sure.
Oddly enough, during conversations about memorable car ads, 12 people mentioned that Audi’s Quattro commercials (featuring a sour tow truck driver who is lamenting about the one that “eluded” him) to be very memorable. A much better job connecting the message and the brand’s product over the Doberhuahua ad.
In the end, the mixed reviews about memorability, message and brand can be useful tools in tweaking messaging and branding in future ads. If all ads that Audi create can be as attention-grabbing as the Doberhuahua spot and as good at connecting message with the brand, then it will hit the mark more squarely on the nose.