When almost every car commercial in Super Bowl 54 featured a celebrity saving the day, revisited a classic character or that song that won’t get out of your head, it can be hard for a brand to stand out among its competitors, let alone every other product shilling during the game.
But, according to the online car marketplace CarGurus, Chrissy Teigen and John Legend helped Hyundai’s luxury vehicle brand Genesis earn the most online lift. During the Super Bowl, Genesis received a lift of 3.8%, an improvement of 330% when compared to the brand’s 60-day average on the site.
Teigen and Legend’s spot centered on a faux sendoff party for “Old Luxury,” during which Teigen says goodbye to things that used to be status symbols but no longer are. Even though the car isn’t featured until the 40-second mark, the ad clearly left an impression. At the state level, Genesis was the No. 1 searched vehicle in every state (plus D.C.) except Wyoming.
“Here’s a young luxury brand, and they’re using a young luxury couple,” said George Augustaitis, CarGurus’ director of industry analytics. “The way they partnered worked perfectly.”
CarGurus’ methodology involved taking the total search volume of its own site and dividing it by nationwide search numbers to find the brands with the largest jump.
Toyota, which routinely averages about a 12% search share, remained consistent during the Super Bowl with 12.8%. Jeep, which averages about 6% of the site’s share, was able to reach a 7.6% share, an improvement of 24% when compared to Jeep’s 60-day average on the site.
Among new models, Jeep’s new Gladiator vehicle saw a lift of 113% when compared to its 60-day average. Of course, it helped that the carmaker had Bill Murray behind the wheel.
One standout was Volvo, which skipped airing a Super Bowl commercial for a digital campaign offering a $1 million prize if either team causes a safety, and saw an increase of up to 11.3% when compared to its 60-day average. (It also lucked out—the safety never materialized.)
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