The trend of releasing your Super Bowl ad a week or so before the big game was one VW did last year with their child Darth Vader "The Force" ad (now at over 49 million views.) By the time the Super Bowl kicked off, the online video had over 4 million YouTube views with no media driving to the commercial, everything was simply online buzz.
Like the Darth Vader ad, the Ferris Bueller ad appeals to the nostalgia of GenX consumers who are definitely the key buyers of CRVs (and VW Passats too.) So if you are going to go big with your nostalgic movie rights ad buy, the Super Bowl is the platform to do it at.
Also, look forward to next week's post where I'll be doing the Third Annual She Said, He Said Super Bowl Analysis with Melanie Walker Batenchuk over at the BeCarChic blog.