MUSKEGON, MI – It turns out Subaru of Muskegon’s Super Bowl ad fail wasn’t a fail at all.
The West Michigan car dealership became a hot topic on social media due its silent, 30-second ad that aired following the Philadelphia Eagles’ 41-33 win against the New England Patriots.
The simple commercial featured the dealership’s logos, website address and the words “Congratulations Patriots” despite the fact that Tom Brady’s bunch lost the game. Many chalked the misleading ad up as a major fail on the dealership’s part, but that doesn’t appear to be the case.
According to a post on Subaru of Muskegon’s Facebook page posted less than 24 hours after the ad aired, the “Congratulations Patriots” ad wasn’t a mistake, but a “last-minute, calculated risk” that ultimately proved to be successful.
WOOD-TV has reported that the ad was, in fact, the one it was told to air.
Regarding the advertisement that read “Congratulations Patriots”: We’re told that is what Subaru of Muskegon wished to air.
Subaru of Muskegon elaborated on the decision today, Feb. 5
The dealership apparently purchased the 30-second spot at the last minute on Wednesday, Jan. 31, despite not having any creative marketing in place. Evidently, the ad couldn’t be modified after noon on Feb. 2 so owner Scott Campbell decided to add “Congratulations Patriots” to the ad since they were the favorites.
“Even if they didn’t win we would be congratulating the Patriots on a great season and get some buzz on social media over it,” the Facebook post, which includes the “feeling accomplished” tag, goes on to say.
“This was not intended to be a slam on the Patriots or minimize the Eagles win. This was a last minute calculated risk and Super Bowl commercials are all about getting attention for your brand and that’s exactly what we wanted to accomplish.”
So, it appears Subaru of Muskegon decided to go with the “any publicity is good publicity” strategy. What do you think? Success? Or major fail?