Written by Cláudio Afonso | info@claudio-afonso.com
The Swedish Polestar had its first-ever Super Bowl ad last Sunday and it looks like that the impact was real. The commercial was leaked by our site some hours before game and reached 55,000 views during the last 4 days. According to EDO, Polestar Commercial was 23x more effective at driving brand search than the median Super Bowl LVl ad airing. This was the first time that Polestar advertised during such an internationally watched and recognized sporting event. Kia, with its robot dog ad, outperformed by a factor of 10.7 and Nissan with a 8.5. Check the full ranking here.
Bloomberg talked with Kevin Krim, EDO’s CEO, who said that Polestar’s spot was so effective because it satisfied three rules for a winning Super Bowl ad. First, it was truly new (Polestar is not Chevrolet, nor Tesla). Second, its creative elements were well-executed—it had “striking visuals, and was both quiet and had pulse-pounding music,” Krim said. And third, it “deliberately poked the eye of the celebrity complex.”
Check Polestar SuperBowl commercial below:
Yesterday, the company confirmed that the forthcoming Polestar 5 electric performance 4-door GT will feature a brand-new, bespoke, bonded aluminium platform.
Bonded aluminium is light-weight and rigid, offering superlative performance and environmental advantages. While this technology has previously proven labour-intensive and difficult to use in mass production vehicles without sacrificing quality, Polestar’s 280-strong team of former Formula 1, low volume and bespoke sports cars engineers working in the heart of the UK’s Motorsport Valley in the Midlands have resolved this challenge by developing an entirely new, faster manufacturing process that develops both body and platform in unison.
In terms of classifying the 5, the Precept concept featured four doors and a hatchback at the rear, and Polestar says that the upcoming car is “an electric performance four-door grand touring car,” making it a competitor to the likes of the Tesla Model S or the Lucid Air.
“The championship game of America’s National Football League (NFL) is without a doubt a huge deal (they don’t call it the Big Game for nothing). Over the past decade, the event has drawn an audience of around 100 million each year. Game Day has millions of dedicated football fans ready to witness the championship final, while millions more tune in to watch what has become a cultural phenomenon in its own right: the ads. This isn’t any given Sunday, however. These breaks are not considered interruptions to the excitement, but rather a continuation of it. Creating a one-of-a kind opportunity to make an impact on a mass audience. And that’s what Polestar has set out to do, at this event and beyond. Spreading the message of more sustainable electric mobility as broadly as possible.” — company said.
The Super Bowl is an iconic event and I’m excited to bring Polestar’s message to such a wide audience
Thomas Ingenlath, Polestar CEO
“We are a young and ambitious brand. We believe in ‘no compromises’, for our design language, our sustainability efforts, and the performance of our cars, and we wanted to share that philosophy with this ad. This is the perfect place to further raise awareness of our brand in the US, and beyond.”
The ad supports Polestar’s progress as it continues to drive growth in the coming years. In January 2022 the company announced that it delivered on its global sales target of 29,000 vehicles in 2021, representing year-on-year growth exceeding 185%.
In 2021, Polestar also announced its plans to launch three new cars over the next three years. The first of these, Polestar 3, a premium electric performance SUV, is expected to launch in 2022. As previously announced, Polestar intends to manufacture Polestar 3 in both China and the US. Polestar also intends to list on the Nasdaq in a proposed business combination with Gores Guggenheim, Inc. (Nasdaq: GGPI, GGPIW, and GGPIU), which is expected to close in the first half of 2022.