Garmin International will be airing its first Super Bowl commercial this year with the help of Fallon, who also created the "Give a Garmin" spots "Shopping" and "Lost" that ran during the holiday season. The spot will air half way through the second quarter. The theme of the commercial is "Grab your Garmin, Take on the World" and is executed in a 1960s-style sci-fi piece with quirky low-tech production treatment in contrast typical complex computer effects. The spot features "Average Joe" getting lost and unfolding a map for help, which turns into the dreaded "Maposaurus". Joe is saved by another motorist who armed with his Garmin morphs into a superhero and defeats the map monster. The commercial is set to the rockin' lyrics of former Grim Reaper lead singer, Steve Grimmett.
"To an engineer, these devices are literally rocket science, but in the hands of the consumer, they’re anything but," said Fallon group creative director Brian Tierney. "We purposely went for a look and feel that would make the technology approachable and the brand likeable to the consumer—all while communicating the core idea that in the arena of personal navigation, Garmin is the no-holds-barred champion."
See the music video for "Grab Your Garmin" now:
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I like Garmin. I love my Garmin eTrex Legend Cx. But that '80s hair metal band music video/Japanese monster movie/Power Rangers/ad makes me want to grab my Garmin and hide it.
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