Garmin Brings Back Japanese "Superman" for Super Bowl Ad

Fans of the Japanese TV series, Ultraman should have really enjoyed Garmin's Super Bowl ad. As for the millions of others of us who aren't familiar with the series which aired in 1966 and 1967 for a total of 40 episodes, there might have been a little confusion.

Garmin took a risk with this ad, and that is what I expect for Super Bowl Sunday. I want to see original, creative and exciting ads on this biggest advertising day of the year. After all, this is the advertising industry's biggest day of the year...their "Super Bowl" if you will. So I need to give Garmin credit. They clearly went for a fun, big impact ad and that set them apart from many other Super Bowl ads.

Many viewers probably recognized the Japanese influence in the Garmin ad. But what they might not have understood, me included was that Ultraman, the series, told of a special Science Patrol with lots of high tech gadgets, weapons and vehicles, and one special member of the science patrol who was able to transform into Ultraman to handle all the threats from aliens and prehistoric monsters that invaded earth.

Not that this information would have made a huge difference to understanding the ad, but

Certainly it would have placed Garmin's GPS in the class of "high-tech gadget." While most people probably consider any GPS to be a "high tech gadget" but now may view Garmin's GPS as actually able to save the day! This is, no doubt, exactly what Garmin wanted us to take away from this ad.

I think Garmin's ad probably went over the heads of many viewers who were not familiar with the Ultraman series. However, it was clear that Garmin GPS systems were able to subdue the "map monster", and in the end, that is the most important message Garmin could have sent in their Super Bowl ad.

Garmin's risk will most likely pay off. If anything, Super Bowl viewers will remember the strange ad and think of Garmin. When the time comes for them to buy a GPS, that ad and Garmin's name will probably come to mind.