Press / Here’s What Maserati Could Have Bought Instead of That Super Bowl Ad
February 11, 2014 · Ad Age
Here’s What Maserati Could Have Bought Instead of That Super Bowl Ad
Ad Age published a guest column criticizing Maserati's roughly $16-17 million Super Bowl advertising campaign as poor value for a low-volume luxury brand, noting the 90-second spot showed the car itself for only nine seconds. The author argued that the brand awareness generated by the ad, while producing a spike in search and social engagement, does not reliably translate into vehicle sales, and listed alternative uses for the budget such as dozens of full-page Wall Street Journal and Financial Times ads.