SPOILER If you are so gullible as to actually anticipate Super Bowl commercials like the advertising industry wants you to, don’t read this post because it gives away the super secret surprise ending to Garmin’s 2008 ad.

Garmin paid an estimated $2.7 million dollars to run an ad during the second quarter of the 2008 Super Bowl. Garmin also bought an ad in 2007, which didn’t make much sense but seemed to get the company noticed. Garmin’s GPSs accounted for 45% of the market over Christmas 2007.

The ad
A car speeds through France, on its way from Paris to the countryside. It is difficult to tell who is driving the car - at first maybe nobody, then apparently a diminutive person. The car is led, of course, by its Garmin GPS device.

Arriving at a battlefield, the driver finally steps out and shows himself to the viewer: it’s Napoleon, and he slides his GPS into his coat, ending up in his famous hand-in-coat pose. The commercial then implies that Napoleon was so short, he could use a small, cute pony for battle rather than a horse. Dénouement, and fade to black.

What does it mean?
We’re not sure. Garmin is of the same historical importance as Napoleon Bonaparte, maybe? And it’s always an arresting idea to take a random swipe at short people (just ask Randy Newman).

All in all, it seems like a long way to go and a lot of money to spend for a remarkably ho-hum concept. One can imagine the boardroom meeting at Garmin’s advertising agency:

Ad Rep #1: Let’s make it so Garmin seems hugely important in the world, even historical.
Ad Rep #2: OK. How about Garmin in a famous point in history? Like Boudica in her chariot getting lost and having to consult her Nuvi.
Ad Rep #1: Not bad, maybe too obscure though. How about the Statue of Liberty using a Nuvi to orient herself so she can face the right direction?
Ad Rep #2: I don’t know, makes it seem like America itself relies on GPS. Which is true, but distasteful for us to gloat about on TV.
Ad Rep #1: [snaps fingers] You know what’s hot these days? Napoleon Bonaparte. Every time you turn on MTV or go to the mall, people are Napoleon this and Napoleon that.
Ad Rep #2: Hey, you’re right! We could tap into that. Who exactly was he though?
Ad Rep #1: Let’s see… Napoleon… hmm… well, he’s an ice cream flavor, right?
Ad Rep #2: Yeah…
Ad Rep #1: I wonder which came first?
Ad Rep #2: It’s like the chicken and the egg.
Ad Rep #1: Oh! Napoleon’s famous for sticking his hand between his coat buttons.
Ad Rep #2: Hmm… how can we incorporate that into a television ad?
[silence]
Ad Rep #1: I’ve got it! Ask yourself, why is Napoleon putting his hand in his coat?
Ad Rep #2: He’s got gas? An itch?
Ad Rep #1: No! He’s putting his Nuvi away for later! Imagine: he secrets the GPS in his inner shirt pocket, and just as he is doing that the camera catches him and we have the famous pose… and a Garmin GPS!
Ad Rep #2: Genius! This idea is certainly worth nearly $3,000,000. We’ll make that back in no time with exposure of this caliber!

And so it goes. The ad may be severely lacking in concept, but if delusional ad reps can convince themselves it’s a good idea, that’s what it’s gonna be on Super Bowl Sunday. I think I’ll skip the commercials this year, thanks.

Bookmark It