Feb
11
Here’s What Maserati Could Have Bought Instead of That Super Bowl Ad
Posted in: Uncategorized
Maserati’s spectacular Quvenzhane-Wallis-narrated Super Bowl commercial has had its share of fans and detractors alike, from agency creative chiefs to armchair critics. So did it prove to be a good media strategy for the Ghibli sports sedan?
A 90-second ad in the Super Bowl went for probably around $11 million. Add to that the production of the spot, the Yahoo home-page takeover, the USA Today cover wrap, paid search and digital display advertising, and it feels like a cool $16 million to $17 million for the week’s media buy. I’ve always been a fan of Super Bowl advertising, but this buy didn’t make sense to me.
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