The 2011 Super Bowl is over, and so is America’s biggest advertising event. But for those European cars putting together a commercial this year, they just experienced the largest television viewing numbers in the US, ever. It is estimated that 111 million viewers tuned in from their homes to watch the American football game, and with possible numbers of people in bars and other locations watching as well, the reach of this event is expected to have been about 162.9 million people.

According to The Guardian that means that more than half the US population may have seen the car commercials produced by Audi, Mercedes, BMW and Volkswagen; the latter getting our award for the best ad for its 2012 New Beetle commercial. It’s an expensive exercise for companies wanting their commercial aired. A 30-second Super Bowl spot is about $3million USD. That’s a record for this year, but if you’re battling for supremacy from Europe on the US car market, you might think it’s worth it.

Above is the Super Bowl commercial for Mercedes featuring the SLS AMG roadster and the song “oh Lord, won’t you buy me a Mercedes Benz“. Below you can see Audi’s Scared Straight new luxury program and BMW’s diesel message to America. Some of them are ambitious, and some don’t quite hit the mark, but on the whole we’re happy to see some new campaigns and quirky advertising attempts. See the other European car ads at the 2011 Super Bowl after the jump.

Continue reading: European cars in Super Bowl advertising: Audi, Mercedes and BMW

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The new Volkswagen Beetle will be the star of the European advertising effort at the US Super Bowl event. We were hoping for an early release for the 2012 Beetle either over the weekend or at least some time in March, but it looks like Volkswagen will drag this one out to maximise interest (autumn is promised as the arrival date of the new Beetle). We got another teaser video instead, but we still like it.

We’ve previously spoken of the advertising phenomenon that is the Super Bowl, and for Europeans it’s a curious thing to look on at the new ads produced every year in this particular battle ground. We’ve nominated the 2012 Beetle advertising as the star because they’ve managed to produce a cute but cool car commercial that is likely to give the new Beetle that extra sports flavour it needs.

After the jump, you can also see the Super Bowl ad for the Volkswagen Passat. It takes on a cultural icon like Star Wars and makes what isn’t a bad video. We like it just for the father’s expression at the end. It’s clearly not in the same league as the Beetle commercial, but we can see that Volkswagen could be gaining ground on the US car market, and a Super Bowl advertising presence is more than essential.

Continue reading: 2012 Volkswagen Beetle star of Super Bowl: Europe in America

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