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Migrant Crisis Divides Europe

Germany and France press the rest of Europe to end squabbling over its exploding numbers of refugees as Hungarian leader says his country doesn’t want ‘a large number of Muslim people.’

Image of Syrian Boy Echoes Around World

Photos of a Syrian boy whose body washed ashore on a Turkish beach horrified people around the world as Europe’s migrant crisis escalates.

The 3-year-old was a Syrian Kurd whose relatives’ efforts to emigrate to Canada had been rebuffed, according to media and Kurdish activists. 555

Volkswagen CFO Nominated as Board Chairman

The largest shareholder of European’s biggest auto maker nominated the company’s finance chief to become the next chairman of the VW supervisory board.

Iran’s Ali Larijani Says Parliament Must Approve Nuclear Agreement

Iran’s parliament will have the final say on whether Tehran approves or rejects the landmark nuclear agreement, senior Iranian officials said, raising fresh uncertainty about its future.

Brussels Beat

EU Displaces U.S. as Top Antitrust Cop

The European Union’s antitrust activism has put it in prime position to shape the Internet and is encouraging some U.S. technology executives to focus on Brussels.

ECB Willing to Expand Stimulus Amid Growth Worry

ECB President Mario Draghi indicated that the bank stands ready to expand its stimulus programs and projected slower-than-expected economic growth in the eurozone, as well as lower inflation rates.

Jobs Report Could Seal Deal on Rates

The August employment report could make or break the case for the Federal Reserve raising rates this month.

E-Book Sales Weaken Amid Higher Prices

E-book revenue is falling, and some people in the publishing industry say it is partly because of the higher prices that have resulted from new contracts negotiated with Amazon.

Former Saab Board Members Hit With Forgery Charges

Former CEO Jan-Ake Jonsson and head lawyer Kristina Geers deny falsifying data to justify huge payments before car maker went bankrupt.

Vivendi Chairman Ousts Longtime Chief of Canal Plus

French billionaire and Vivendi Chairman Vincent Bolloré has ousted the longtime chief of Canal Plus, further tightening his grip over the Vivendi-owned pay-television group amid falling subscriber numbers.

Novartis to Begin Selling Copy of Amgen’s Neupogen in U.S.

Novartis said it will begin selling the first biosimilar drug in the U.S. at a 15% discount to the original after an appeals court denied Amgen’s request to block the Swiss drug maker’s sale of its copycat version of blockbuster remedy Neupogen.

Capital Account

For Russia, Oil Collapse Has Soviet Echoes

For most countries, the economic slowdown in China and the accompanying slump in commodity prices represent something between nuisance and pothole. For Russia, they are a catastrophe, writes Greg Ip. 94

Devaluation Strengthens China’s Hand at IMF

Beijing’s careful management of its currency since its devaluation last month is bolstering China’s bid to get the yuan included in the IMF’s basket of reserve currencies as soon as November.

Russia Says Economy Recovery Slow in Coming

The Russian government has acknowledged that the country’s economy is going to take longer to recover than it previously expected, weighed down by the slump in the value of the ruble.

Sweden Leaves Interest Rate Unchanged

Sweden’s central bank has left its main interest rate and bond-buying program unchanged, saying its existing policies were supporting the economy and would lead to inflation moving closer to its 2% target.

Middle East Crossroads

Yemen’s Unity Frays in Leaderless Aden

The battles of recent months have reopened historic divisions between Yemen’s north and south, writes Yaroslav Trofimov.

French Prosecutor Confirms Airplane Part in Reunion Belongs to MH370

A top French prosecutor confirmed the airplane debris that recently washed ashore on the French island of Reunion came from the Malaysia Airlines’ missing Boeing 777.

NATO Opens Post in Lithuania

The North Atlantic Treaty Organization inaugurated a new command post in Lithuania, one of six across the alliance’s eastern border meant to shore up the region’s defenses against Russia.

French Government Pledges More Help for Farmers

France’s government has pledged to increase aid for agriculture, after thousands of farmers converged on Paris and blocked the city’s streets with more than 1,500 tractors to protest against high costs and low prices.

Off Duty

Adventure & Travel

Not Far From Prague, a Czech Village Worth Rhapsodizing About

The frozen-in-time town of Český Krumlov has scenery and history—and beer—that keeps travelers coming back.

Arts

Film Review

‘La Jaula de Oro (The Golden Dream)’ Review: Dark Immigrant Odyssey

In Diego Quemada-Diez’s celebrated directorial debut, a trio of teenagers flee from Guatemala and make their way through a treacherous Mexico, where police and gangsters prey on vulnerable travelers.

20 Odd Questions

Manolo Blahnik on Old Films and Kate Moss

The shoe designer on what he’d blow his money on, the drama behind Kate Moss’s wedding shoes and exactly how he feels about fake Manolos.

Video

Father of Drowned Syrian Boy Describes His Sorrow

1:52

Tesla's New Model X SUV Finally Set for Delivery

2:25

Are Baby Monitor Flaws Inviting Hackers Into Homes?

3:45

Fashion

What’s Your Sport-Coat Personality?

Designers are pushing the boundaries of the sport coat with ‘soft’ jackets and sweater hybrids, encouraging men to leave their comfort zones and try bolder styles; a guide to the new world of sport coats.

A Modigliani Painting for $100 Million?

Christie’s International said it expects to ask roughly $100 million for a Modigliani nude that will be auctioned this fall, a bold reflection of how prices for blue-chip paintings have skyrocketed in recent seasons.

WSJ Blogs

Real-time commentary and analysis from The Wall Street Journal
Die Seite Drei
Schnelle Analysen und Beobachtungen zum Zeitgeschehen

VW macht happy, Mercedes setzt auf Erotik

Am kommenden Wochenende ist es wieder so weit: Der 47. Superbowl steht traditionell am ersten Wochenende im Februar auf dem Programm. Das Finale der amerikanischen Football-Profiliga NFL ist in den Vereinigten Staaten das Sportereignis des Jahres schlechthin. Das gilt übrigens nicht nur für Sportfans, sondern auch für die Autoindustrie: Die Hersteller gehen mit kreativen, meist lustigen Werbespots auf Kundenjagd.

Mercedes/Youtube
Für Mercedes lässt Model Kate Upton Football-Spieler zum Schwamm greifen.

Und das lassen sie sich einiges kosten: Mehrere Millionen müssen Unternehmen hinblättern, wollen sie am 3. Februar ein halbe Werbeminute beim Fernsehsender CBS buchen. Die Reichweite scheint die immensen Ausgaben zu rechtfertigen. Regelmäßig mehr als 100 Millionen Amerikaner schauen sich das Megaevent an. Weltweit wird das Spektakel in fast 200 Länder übertragen.

Werbung beim Superbowl – in dem sich übrigens die Baltimore Ravens und die San Francisco 49ers in New Orleans gegenüberstehen – ist außerdem anders als hierzulande kein geduldetes Übel. Vielmehr gelten die Spots als Unterhaltung pur. Laut Umfragen schaltet rund jeder Dritte Amerikaner den Fernseher quasi nur wegen der Werbeclips ein.

Auf diesem Wege schuf der Superbowl schon wahre Werbeikonen. An vorderster Front ist wohl ein kleiner, als Star-Wars-Bösewicht Darth Vader verkleideter Junge zu nennen, den Volkswagen in den vergangenen Jahren mit Erfolg ins Rennen schickte.

Der Kleine versuchte bei seinem ersten Einsatz vor zwei Jahren, mit der Kraft seiner Gedanken dem damals nagelneuen Passat Leben einzuhauchen. Und erschrickt, als es tatsächlich klappt. Der Clou: Sein Vater half hinter der Gardine mit seiner Fernbedienung nach. Der Spot mit dem Namen „The Force“ (Die Macht) war auch im Internet ein Renner: Bis heute haben sich fast 56 Millionen Menschen das 62-Sekunden-Video auf Youtube angeschaut.

Auf dem großen Erfolg baute VW 2012 natürlich auf. Hauptdarsteller war auf den ersten Blick zwar ein übergewichtiger Hund, der sich fit macht, um den damals neuen – ebenfalls schlankeren – Beetle aus der Nähe in Augenschein nehmen zu können. Aber – wie sollte es anders sein – die Werbestrategen bauten am Ende natürlich auch den Mini-Bösewicht aus dem Krieg der Sterne wieder ein.

Dieses Jahr ist allerdings alles anders. Denn Volkswagen verzichtet auf Darth Vader. Vielmehr gehts musikalisch zur Sache: Im kürzlich veröffentlichten Teaser  zum Clip gibt Reggae-Legende Jimmy Cliff nämlich den Klassiker “Get happy” zum Besten. Mit dabei sind zahlreiche Youtube-Stars, die wegen schräger Auftritte auf der Video-Plattform zweifelhafte Berühmtheit erlangt haben. Eines haben die weinende Katzenliebhaberin, der wütende Golfer und der adipöse Gitarrenzerstörer gemein: Sie rasten aus – und werden von VW versöhnt und wieder glücklich gemacht.

Und am Dienstag veröffentliche VW dann den Spot, der am Sonntag im Fernsehen zu sehen sein wird. Protagonist von „Get In. Get Happy“ ist Dave aus Minnesota. Er ist ein weißer Angestellter und versucht, mit unüberhörbarem jamaikanischem Akzent die schlechte Montags-Stimmung aus dem Büro zu vertreiben. Und schafft es letztlich auch – mit einem Ausflug im Beetle. Dazu gibt’s selbstverständlich “Get happy” auf die Ohren.

Auch die anderen Autobauer schlafen nicht: Audi schickt einen schüchternen Schüler mit dem S6 auf den Abschlussball. Er wandelt sich wegen des Sportwagens zum wahren Draufgänger. Wie die Geschichte ausgeht, ist offen – es gibt drei optionale Endungen, die der Zuschauer wählen kann. Mercedes-Benz spielt im Kampf um die Käufergunst die Erotik-Karte. Schauspielerin und Model-Sternchen Kate Upton überwacht in lasziven Posen, ob das neue Kompakt-Coupé CLA von mehreren jungen Männern auch ordentlich gewaschen wird. Diese haben allerdings selbstredend nur Augen für die Blondine.

Aber sehen Sie die besten Superbowl-Clips selbst und stimmen Sie ab. Welcher Spot gefällt Ihnen am besten?

Die Superbowl Werbeclips 2013

Kommentar abgeben

Wir begrüßen gut durchdachte Kommentare von Lesern. Bitte beachten Sie unsere Richtlinien.

Kommentare (4 aus 4)

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    • .....Herr Zetsche ist ein erotisierter Träumer......es gab Zeiten da hat der STERN durch unbestechliches Design und QUALITÄT überzeugt und beeindruckt........ebenso in der FORMEL 1, auch da läuft man zeitgemäßer Leistung und Qualität weit hinterher........schade, auch ich habe die Konsequenzen gezogen.....wachen Sie endlich auf....!!!

    • Wenn dann pursuit of happiness.

    • Da muß es denen aber richtig schlecht gehen, wenn sie wieder mal großkalibrig zu persuit of happiness greifen, sei es Sex, Glück oder Geld.

    • Die von Toyota ist definitiv die beste Werbung.

Die Seite Drei – Über uns

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    Hinweise zu Themen, Anregungen und Ihre Fragen nehmen wir unter redaktion@wallstreetjournal.de entgegen.

The Wall Street Journal & Breaking News, Business, Financial and Economic News, World News and Video
Search

Migrant Crisis Divides Europe

Germany and France press the rest of Europe to end squabbling over its exploding numbers of refugees as Hungarian leader says his country doesn’t want ‘a large number of Muslim people.’

Image of Syrian Boy Echoes Around World

Photos of a Syrian boy whose body washed ashore on a Turkish beach horrified people around the world as Europe’s migrant crisis escalates.

The 3-year-old was a Syrian Kurd whose relatives’ efforts to emigrate to Canada had been rebuffed, according to media and Kurdish activists. 555

Volkswagen CFO Nominated as Board Chairman

The largest shareholder of European’s biggest auto maker nominated the company’s finance chief to become the next chairman of the VW supervisory board.

Iran’s Ali Larijani Says Parliament Must Approve Nuclear Agreement

Iran’s parliament will have the final say on whether Tehran approves or rejects the landmark nuclear agreement, senior Iranian officials said, raising fresh uncertainty about its future.

Brussels Beat

EU Displaces U.S. as Top Antitrust Cop

The European Union’s antitrust activism has put it in prime position to shape the Internet and is encouraging some U.S. technology executives to focus on Brussels.

ECB Willing to Expand Stimulus Amid Growth Worry

ECB President Mario Draghi indicated that the bank stands ready to expand its stimulus programs and projected slower-than-expected economic growth in the eurozone, as well as lower inflation rates.

Jobs Report Could Seal Deal on Rates

The August employment report could make or break the case for the Federal Reserve raising rates this month.

E-Book Sales Weaken Amid Higher Prices

E-book revenue is falling, and some people in the publishing industry say it is partly because of the higher prices that have resulted from new contracts negotiated with Amazon.

Former Saab Board Members Hit With Forgery Charges

Former CEO Jan-Ake Jonsson and head lawyer Kristina Geers deny falsifying data to justify huge payments before car maker went bankrupt.

Vivendi Chairman Ousts Longtime Chief of Canal Plus

French billionaire and Vivendi Chairman Vincent Bolloré has ousted the longtime chief of Canal Plus, further tightening his grip over the Vivendi-owned pay-television group amid falling subscriber numbers.

Novartis to Begin Selling Copy of Amgen’s Neupogen in U.S.

Novartis said it will begin selling the first biosimilar drug in the U.S. at a 15% discount to the original after an appeals court denied Amgen’s request to block the Swiss drug maker’s sale of its copycat version of blockbuster remedy Neupogen.

Capital Account

For Russia, Oil Collapse Has Soviet Echoes

For most countries, the economic slowdown in China and the accompanying slump in commodity prices represent something between nuisance and pothole. For Russia, they are a catastrophe, writes Greg Ip. 94

Devaluation Strengthens China’s Hand at IMF

Beijing’s careful management of its currency since its devaluation last month is bolstering China’s bid to get the yuan included in the IMF’s basket of reserve currencies as soon as November.

Russia Says Economy Recovery Slow in Coming

The Russian government has acknowledged that the country’s economy is going to take longer to recover than it previously expected, weighed down by the slump in the value of the ruble.

Sweden Leaves Interest Rate Unchanged

Sweden’s central bank has left its main interest rate and bond-buying program unchanged, saying its existing policies were supporting the economy and would lead to inflation moving closer to its 2% target.

Middle East Crossroads

Yemen’s Unity Frays in Leaderless Aden

The battles of recent months have reopened historic divisions between Yemen’s north and south, writes Yaroslav Trofimov.

French Prosecutor Confirms Airplane Part in Reunion Belongs to MH370

A top French prosecutor confirmed the airplane debris that recently washed ashore on the French island of Reunion came from the Malaysia Airlines’ missing Boeing 777.

NATO Opens Post in Lithuania

The North Atlantic Treaty Organization inaugurated a new command post in Lithuania, one of six across the alliance’s eastern border meant to shore up the region’s defenses against Russia.

French Government Pledges More Help for Farmers

France’s government has pledged to increase aid for agriculture, after thousands of farmers converged on Paris and blocked the city’s streets with more than 1,500 tractors to protest against high costs and low prices.

Off Duty

Adventure & Travel

Not Far From Prague, a Czech Village Worth Rhapsodizing About

The frozen-in-time town of Český Krumlov has scenery and history—and beer—that keeps travelers coming back.

Arts

Film Review

‘La Jaula de Oro (The Golden Dream)’ Review: Dark Immigrant Odyssey

In Diego Quemada-Diez’s celebrated directorial debut, a trio of teenagers flee from Guatemala and make their way through a treacherous Mexico, where police and gangsters prey on vulnerable travelers.

20 Odd Questions

Manolo Blahnik on Old Films and Kate Moss

The shoe designer on what he’d blow his money on, the drama behind Kate Moss’s wedding shoes and exactly how he feels about fake Manolos.

Video

Father of Drowned Syrian Boy Describes His Sorrow

1:52

Tesla's New Model X SUV Finally Set for Delivery

2:25

Are Baby Monitor Flaws Inviting Hackers Into Homes?

3:45