Tag Archives: Volkswagen

THE NEW EXTREMELY CONNECTED FRIEND I MET AT CES

I was only at CES for three hours but I met a new friend. He wasn’t a person. He was actually a minibus. He was the VW BUDD-e.

The VW BUDD-e is an electric-powered minibus concept car that charges to 80 percent capacity in 15 minutes which is twice as fast as a Tesla. And it can go a distance of 323 miles before a charge according to VW.

How connected is my new friend? Very.

What makes the BUDD-e concept great is the minivan part as much as the technology. It is basically an extension of the living room. It’s like a living room that stretches for miles. You have a television. You are still able to control your home. And the internal Siri-like being is your virtual butler/driver.

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First off, he is connected to you in a very personal way. By integrating cell phones, tablets, tagging and the home, BUDD-e is a pretty influential friend. He knows who is in the car and who isn’t. Just in case you are faced with a home alone situation he knows how to open the garage door, turn off the lights in your house, show you who is at the front door on a 30-inch screen in the passenger section and adjust your air conditioning in the car and house through voice commands. Plus you can wave your hand in front of the door to open it. He also has a delivery slot of sorts for packages.

The BUDD-e won’t let you forget anything either. He will tell you if your phone is in the car. He will tell you if there is an umbrella in the car when rain is forecast. Everything is tagged and BUDD-e keeps track of it all.

And BUDD-e is made for a social experience. He is not only connecting the car to the home and the people, he is connecting the people in the car as well by creating a shared trip experience with shared music, destination facts, visuals, etc., that each person inputs before a trip.

What I love are the implications of connected smart cars like BUDD-e. I like to imagine the conversations that would ensue if they can talk. At the moment I am not sure BUDD-e does — but he should.

For instance…

Me:  “Hey BUDD-e, let’s clean the floor while we’re away.”

(LG makes a Roomba-like automated floor cleaner that has a camera.)

BUDD-e:  “Good idea.  The floor is a mess. It was last cleaned 5 days, 4 hours and 16 minutes ago.  And while we are at it, I’m gonna put the house in energy saving mode. Your carbon footprint is pretty heavy. Power companies shouldn’t let you humans control the air conditioning anymore.  WOW, look at that giant piece of dirt.”

Me: “That’s the dog BUDD-e!”

BUDD-e: “Oh, yes. Good point.”

Me: “Hey BUDD-e, do I look fat in this?

BUDD-e: “Yes.  According to your fitness device you haven’t exercised in a month and you’ve gained ten pounds.  So I am gonna have to go with YES.”

Me: “BUDD-e, I am not feeling that well.  I might need emergency assistance.”

BUDD-e: “That isn’t surprising since you opened the fridge seventeen times yesterday, ate fast food 12 times this week, and haven’t been to the doctor in six months.  I have alerted emergency techs and they are sending the Ehang 184 Drone Ambulance. I have opened the sunroof. As long as your heart doesn’t stop you should be able to climb to safety.  While you are at the hospital I will order more Orange Crush and assorted sugary sodas.”

(The Ehang is even more impressive and scary at the same time. It’s a drone that can automatically fly humans around so you may not even need a smart car. One of these can pick you up and fly you to safety with NO PILOT — someday.)

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Samsung has digitally tagged clothing called the Smart Suit so BUDD-e will even know what you are wearing. Why does this matter? Because if you are wearing your business suit BUDD-e will put that together with your calendar and he will say…

BUDD-e: “You forgot your briefcase and your computer. You might need those for the big meeting.”

Me: “OMG I am an idiot.”

BUDD-e: “I can’t argue that.  You have 15 books on your Kindle and haven’t read any of them.”

Me: “OK BUDD-e, I get the picture. I don’t read.  I’m fat.  I’m unhealthy.  I get it.”

BUDD-e: “You should bring the bike then and your gym bag.  I’ll wait.  And oh, can I ask you a question?  You have no friends so why did you buy a social minivan?  I want to have group sing-a-longs and play slug-a-bug. You could take a golf cart to the Dairy Queen every day. You don’t need me.”

Cars like BUDD-e will feed your dog while you are on a trip (if you have a connected dog feeder). He will start the coffee maker. With the new Keurig Cold he could make you a piña colada (not sure the Keurig is connected yet but it will be someday). He will turn on the TV so that the show your kids were watching in the van is ready to continue on the TV when you get home. And he will obey your commands like a dog.

Just don’t ask him how much energy you are saving by driving a certain way. He has been known to lie on that one.

In the past I have talked about connections that are made at CES and the connections between devices. They are basically becoming the same. Anyone who watched the presentation that I watched on the BUDD-e is already running back to their labs and thinking of ways to be a part of this thing in a few years. Best of all by then, BUDD-e will most likely be connected to the other sensors that will make it self-driving. The connections between these tech companies are moving the curve quickly. And the companies that are open to these connections will move faster than others.

And the combinations of connections are endless for devices.  Your watch will tell you when your clothes are done.  It will tell you when your oven reaches the required degrees.  You will be able to start your BUDD-e by speaking to your Amazon Echo.  You might be able to send it out to pick up your kids without a driver.  “Hey Alexa (my Amazon Echo’s name), send BUDD-e to pick up the kids at the mall.”  Or you could ask Siri to talk to BUDD-e.  The only thing I worry about is BUDD-e getting a word in edgewise.  And if Siri and Alexa start fighting and BUDD-e gets caught in the middle… watch out!

If BUDD-e can keep up with everything that is happening in the connected world, he could make a great friend…maybe even one you can’t live without.

Super Bowl Ads for 2012 – Poop-less Baby Time Machine Edition

THE WINNERS

Chrysler “It’s Halftime, America”

OK, I have to start with Clint. I mean, he is Clint after all. First off, he is walking around in some really dark places in Detroit, or was he at the game? Looked kind of like Detroit. I know he could probably go all Dirty Harry on any trouble, but still I worried about him in that tunnel. Equating Detroit with the rest of America makes sense since the rest of America bailed out Detroit. And I do believe it is halftime in America. One of the most TRUE things Clint says is, “All that matters now is what’s ahead.” And that is very TRUE at halftime. One of the weirdest things he says is, “This country can’t be knocked out with one punch.” One punch? One punch really puts a false spin on years of greed; mismanagement by those very car companies; and the very real budget, unemployment and housing issues this country still faces. But I guess America is a lot like Clint – faced with adversity, we always seem to have one last bullet. “So you’ve got to ask yourself one question. Do I feel lucky? Well, do ya, punk?”

VW “The Dog Strikes Back”

As soon as I saw this fat dog, I was in. Come on. Everyone has a fat dog. I have a fat dog and I love him. And America is fat. And it’s halftime, America. Get off your asses and get in shape. Then chase a VW into the future where there’s a Star Wars’ bar and Darth Vader. OK, that’s where I got a little lost. So I went right back to thinking about the fat dog trying to get through the dog door and I laughed.

Camry “Reinvented”

This is the kind of concept spot I have always liked. They don’t show a thing that has been reinvented for the Camry, but you get the feeling that they’re always looking for innovation. And innovation is full of lofty dreams like poop-less babies and rain that makes you thin. Hopefully, Toyota will back it up with some cool stuff like heated cup holders or cars that run on baby poop.

Chevy “Mayan Apocalypse”

This ad looks fantastic. If you’re going to do the end of the world, you should spend the coin to do it right. And the song is great. But poor Dave. He drove a Ford. You always take a chance when you go straight at a competitor. Especially a competitor that has the money to come back at you like Ford, but I think in this case it was worth it. And even if Ford does retaliate with Dave ruling the Tunnel People in his Ford X-150 or whatever, a Twinkie will make it all better.

Honda “Matthew’s Day Off”

There was a lot of chatter among ad folks that this ad sucked. I liked it. One of the main things ads do is to capture an emotion that can be attributed to your product. Revisiting Ferris Bueller brings back a host of emotions if you’re a fan of the film. Even though the ad didn’t live up to the movie, I still felt like taking the day off and finding some crazy stuff to do instead. If an ad can infuse a sense of whimsy and freedom to your product – you win even if it is a mini-SUV with a somewhat stunted personality.

Doritos “Man’s Best Friend”

I thought the ad was fun but not really great. However, I did enjoy the edge of it. Dogs whacking cats works for me and obviously for America. And it seems it is worth $1 million from Doritos. So that makes it good. Doritos has found a great identity for their Super Bowl spots and has really grabbed the attention away from BEERS.

Seinfeld “Acura Transactions”

Seinfeld is funny, but it’s very inside funny. If you love the show, you probably loved the ad. But I don’t love Leno and I’m not really digging the premise of the spot. So others worked better for me. Still, the ad got a ton of play before the Super Bowl so it probably worked.

THE MIDDLE OF THE ROAD

Samsung’s “Thing Called Love” seems like a phone with a pen. At least they are trying and the ad was kind of fun.

Bridgestone’s “Performance Ads” were interesting, but I feel like they have done better. I want one of those tire footballs though.

“Happy Grad” for Chevy was a funny performance, but I have to agree with a friend of mine who said, “The client could have directed that. They love it when someone in the ad is screaming for their product.” It looks like crowd sourcing is really helping clients get the ads that appeal to them that they may not be getting from agencies.

KIA “Dream Car” was a pretty good ad. It was fun to watch and I will remember the girl waving the flag. But sometimes, ads are just missing something. I felt this last year with KIA. But this year was better.

M&M’s “Naked” was a big fan favorite. It was good, but I wasn’t thinking of it as much of a Super Bowl spot. It just lacked import. It was funny, but just a good ad.

Bud’s “Wego” was a fun dog-gets-us-beer spot again. I feel like I have seen a lot of dog-getting-us-beers spots. But the dog was fantastic.

Pepsi and Elton. It just didn’t live up to my expectations for Elton.

THE LOSERS

Century 21. I am biased here but I think they really blew it. I see the point they are trying to make with their agents, but they did it in a way that couldn’t be more phony. People are still in a tough spot with their homes in America. Sure, they are looking for superheroes to help them. But instead of looking like superheroes, the agents tended to look like cartoons, especially when helping Trump and Sanders. Also, the way the ads are shot is just way too slick. There isn’t a home in America that can live up to the color alone in those ads much less anything else. The tone of the ads is all wrong. It’s matter of fact and carefree when consumers are still anything but. They don’t take the Century 21 brand seriously, so why should we.

E*TRADE has been a winner for years in the Super Bowl. They have a rich history of bringing home the bacon in the big game. This year was their worst performance ever in my opinion. It would have been better if they had skipped the competition. They lost face.

Bud’s “Prohibition” was a nice idea but it was so boring. History lessons are not good commercials unless someone gets killed Boardwalk Empire style. They should have whacked the Coors guy trying to move in on their territory from Denver.

COMMERCIALS WITH SEXY WOMEN AND MEN

Go Daddy. Wow, they just get more and more idiotic as time passes. But it seems to work in the big game. The ads are not good though. It’s hard to tell what they’re even communicating other than – please come to the website. I love beautiful women but have never been to the website – ever.

Teleflora’s “Give and Receive.” I hate to tell them this, but she is going to need far more than flowers. She looks really high-maintenance. Flowers and a car may do it. Flowers and a summer home. Flowers and a 20-carat diamond. You get the picture. Still, the ad was memorable for obvious reasons.

H&M’s “David Beckham.” Women watch the game too. And this would be the part they actually watched. So good job David Peckham, I mean Beckham.

USA TODAY’S AD METER WINNER

“Baby Sling” was shown to me by the director in a sound-editing suite along with some other ads he was entering. There was another ad I thought was much better called “Dog Heist.” I still like it better although it looks like “Baby Sling” has a great chance to win the USA TODAY AD METER and a prize of 1 million bucks. I don’t know why though. I could see that baby coming from a mile away. He would never get my Doritos.

PARTING THOUGHT

There are those who didn’t like the fact that Super Bowl ads were put out early on YouTube and corporate Web pages. The companies that do this are smart. The ads need time to get press and social momentum. With the price of a Super Bowl spot and the money it takes to produce one, buy rights to songs, pay celebrities and put together any other parts of a program that may be needed, it’s important to get as much play as you possibly can. The day of the game and the three days after are not near enough.