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Global Stocks Try to Regain Footing

U.S. stock markets rebounded Wednesday after falling sharply in the previous session on deepening worries about China.

Investors Betting on More ECB Stimulus

Six months after the European Central Bank launched its blockbuster bond-buying program to rouse the region’s economy, some investors are betting that authorities will crank stimulus efforts even higher.

Hungary Struggles With Migrants

A standoff continued in Budapest, while train traffic in the English Channel tunnel was disrupted by migrants on the tracks.

U.S. Tech Firms Make Pilgrimage to Brussels

The giants of Silicon Valley are bulking up in the European Union’s de facto capital, hiring lobbyists and jostling for the favor of the Web’s most ambitious regulators.

Masked Gunmen Kidnap 18 Turkish Workers in Baghdad

Identities of gunmen in early-morning raid on sports stadium weren’t immediately known, as Turks in Iraq seized for a second time in the past year.

Volkswagen Extends CEO Martin Winterkorn’s Contract

German car maker Volkswagen said it would extend the contract of Chief Executive Martin Winterkorn through 2018, ending speculation that he could step down as CEO and become chairman.

Rebekah Brooks to Lead News Corp’s U.K. Arm

News Corp said Wednesday that Rebekah Brooks will become Chief Executive of its News UK arm, returning to the post she resigned in 2011 amid the phone-hacking scandal at now-defunct British tabloid the News of the World.

Tesco Closer to $7 Billion South Korea Deal

U.K. retailer Tesco has chosen Asian private-equity firm MBK Partners as the preferred bidder to buy its South Korea retail operations in a deal that could be worth up to $7 billion.

Elves, Ninjas, Currency Power Lego Earnings

Lego said its 31% jump in first-half profit and 23% rise in revenue was fueled by strong sales of its Ninjago and Elves sets, but also by the weakness of the Danish krone and the euro.

EU Approves Shell’s Takeover of BG Group

Oil giant Royal Dutch Shell cleared a significant hurdle in its planned takeover of natural gas firm BG Group after Europe’s top antitrust regulator approved the deal unconditionally.

South African Gold Faces Uncertain Future

South Africa’s gold mining industry must undergo radical change to cope with falling prices, intensifying labor disputes and the surging cost of ever-deeper exploration.

Intel Bets New Chips Will Revive PC Sales

Intel is overhauling its flagship line of computer chips in a high-stakes bid to revive personal-computer sales.

China Imposes New Controls to Keep Money From Leaving Country

China is imposing fresh controls to prevent too much money from leaving the country, in an effort to keep funds at home.

The Moment When Humans Matter

A string of messy market openings in recent weeks has reinvigorated a debate about the relative effectiveness of humans in the stock trade.

Heard on the Street

Small U.K. Banks Show Big Rivals How To Travel Light

Picture a life without the baggage of the past. In the U.K., smaller banks are showing established rivals how that could be.

Commodity Drop Slows Canada Down

Canada’s woes are a harbinger of what could come for a small clutch of advanced economies that rely heavily on commodity exports, and demand from China, for their economic growth.

Two Red Cross Workers Shot and Killed in Yemen

A gunman opened fire on cars marked with aid group’s insignia as they drove from northern Saada province to the capital, San’a.

The Iran Nuclear Deal Explained

Iran has reached a historic agreement with major world powers over its nuclear program. Here are the main points of the pact, and what supporters and critics are saying.

Greek Polls Suggest Tough Election Test for Tsipras

Opinion polls show declining support for Greece’s Syriza party and its leader, Alexis Tsipras. But Syriza retains a lead over its opponents and the Sept. 20 election could be tight.

Police Say Main Bangkok Bombing Suspect Believed to Be Uighur

A senior Thai police investigator said for the first time that the main suspect in the deadly bombing at a Bangkok shrine last month is believed to be a member of China’s Uighur ethnic minority.

EU Set to Extend Sanctions on Russians, Ukraine Rebels

The EU is set to roll over sanctions targeted against almost 200 Russian and Ukrainian-separatist individuals and firms to keep pressure on Moscow to fully implement the Minsk cease-fire terms by year end.

Bush Takes Gloves Off, Attacks Trump Directly

After weeks of enduring rival Donald Trump’s attacks, Jeb Bush released an Internet video aimed at trying to muscle his way back to the front of the pack and undermine the celebrity businessman’s fitness to be the GOP standard-bearer. 314

Emails Point to Large Role for Clinton Adviser Blumenthal

Longtime aide Sidney Blumenthal maintained an outsize role with Secretary of State Hillary Clinton, despite being blocked from taking a job at the department. 135

Biden to Speak at Florida Events Amid 2016 Speculation

The vice president is expected to decide this month whether he will make a third bid for the White House.

Search Continues for Three Suspects After Illinois Policeman Killed

As a small northern Illinois community mourned a popular veteran police officer who was fatally shot while on duty, authorities scoured the area overnight in search of three men wanted in his slaying.

U.S. Report Sees Economic Benefit in Allowing Oil Exports

Lifting the nation’s four-decade ban on oil exports wouldn’t raise gas prices and could help lower them, a government study concludes. 52

Video

Hungarian Police Struggle to Control Migrants

2:02

The Iran Nuclear Deal Explained

3:34

Kentucky Clerk Defies Supreme Court on Gay Marriage

1:41

Personal Tech | DxO One Review

Finally, an iPhone Camera Good Enough for a Pro

The DxO One is a tiny attachment offering a big upgrade to your iPhone camera. Geoffrey A. Fowler reviews.

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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

Global Stocks Try to Regain Footing

U.S. stock markets rebounded Wednesday after falling sharply in the previous session on deepening worries about China.

Investors Betting on More ECB Stimulus

Six months after the European Central Bank launched its blockbuster bond-buying program to rouse the region’s economy, some investors are betting that authorities will crank stimulus efforts even higher.

Hungary Struggles With Migrants

A standoff continued in Budapest, while train traffic in the English Channel tunnel was disrupted by migrants on the tracks.

U.S. Tech Firms Make Pilgrimage to Brussels

The giants of Silicon Valley are bulking up in the European Union’s de facto capital, hiring lobbyists and jostling for the favor of the Web’s most ambitious regulators.

Masked Gunmen Kidnap 18 Turkish Workers in Baghdad

Identities of gunmen in early-morning raid on sports stadium weren’t immediately known, as Turks in Iraq seized for a second time in the past year.

Volkswagen Extends CEO Martin Winterkorn’s Contract

German car maker Volkswagen said it would extend the contract of Chief Executive Martin Winterkorn through 2018, ending speculation that he could step down as CEO and become chairman.

Rebekah Brooks to Lead News Corp’s U.K. Arm

News Corp said Wednesday that Rebekah Brooks will become Chief Executive of its News UK arm, returning to the post she resigned in 2011 amid the phone-hacking scandal at now-defunct British tabloid the News of the World.

Tesco Closer to $7 Billion South Korea Deal

U.K. retailer Tesco has chosen Asian private-equity firm MBK Partners as the preferred bidder to buy its South Korea retail operations in a deal that could be worth up to $7 billion.

Elves, Ninjas, Currency Power Lego Earnings

Lego said its 31% jump in first-half profit and 23% rise in revenue was fueled by strong sales of its Ninjago and Elves sets, but also by the weakness of the Danish krone and the euro.

EU Approves Shell’s Takeover of BG Group

Oil giant Royal Dutch Shell cleared a significant hurdle in its planned takeover of natural gas firm BG Group after Europe’s top antitrust regulator approved the deal unconditionally.

South African Gold Faces Uncertain Future

South Africa’s gold mining industry must undergo radical change to cope with falling prices, intensifying labor disputes and the surging cost of ever-deeper exploration.

Intel Bets New Chips Will Revive PC Sales

Intel is overhauling its flagship line of computer chips in a high-stakes bid to revive personal-computer sales.

China Imposes New Controls to Keep Money From Leaving Country

China is imposing fresh controls to prevent too much money from leaving the country, in an effort to keep funds at home.

The Moment When Humans Matter

A string of messy market openings in recent weeks has reinvigorated a debate about the relative effectiveness of humans in the stock trade.

Heard on the Street

Small U.K. Banks Show Big Rivals How To Travel Light

Picture a life without the baggage of the past. In the U.K., smaller banks are showing established rivals how that could be.

Commodity Drop Slows Canada Down

Canada’s woes are a harbinger of what could come for a small clutch of advanced economies that rely heavily on commodity exports, and demand from China, for their economic growth.

Two Red Cross Workers Shot and Killed in Yemen

A gunman opened fire on cars marked with aid group’s insignia as they drove from northern Saada province to the capital, San’a.

The Iran Nuclear Deal Explained

Iran has reached a historic agreement with major world powers over its nuclear program. Here are the main points of the pact, and what supporters and critics are saying.

Greek Polls Suggest Tough Election Test for Tsipras

Opinion polls show declining support for Greece’s Syriza party and its leader, Alexis Tsipras. But Syriza retains a lead over its opponents and the Sept. 20 election could be tight.

Police Say Main Bangkok Bombing Suspect Believed to Be Uighur

A senior Thai police investigator said for the first time that the main suspect in the deadly bombing at a Bangkok shrine last month is believed to be a member of China’s Uighur ethnic minority.

EU Set to Extend Sanctions on Russians, Ukraine Rebels

The EU is set to roll over sanctions targeted against almost 200 Russian and Ukrainian-separatist individuals and firms to keep pressure on Moscow to fully implement the Minsk cease-fire terms by year end.

Bush Takes Gloves Off, Attacks Trump Directly

After weeks of enduring rival Donald Trump’s attacks, Jeb Bush released an Internet video aimed at trying to muscle his way back to the front of the pack and undermine the celebrity businessman’s fitness to be the GOP standard-bearer. 314

Emails Point to Large Role for Clinton Adviser Blumenthal

Longtime aide Sidney Blumenthal maintained an outsize role with Secretary of State Hillary Clinton, despite being blocked from taking a job at the department. 135

Biden to Speak at Florida Events Amid 2016 Speculation

The vice president is expected to decide this month whether he will make a third bid for the White House.

Search Continues for Three Suspects After Illinois Policeman Killed

As a small northern Illinois community mourned a popular veteran police officer who was fatally shot while on duty, authorities scoured the area overnight in search of three men wanted in his slaying.

U.S. Report Sees Economic Benefit in Allowing Oil Exports

Lifting the nation’s four-decade ban on oil exports wouldn’t raise gas prices and could help lower them, a government study concludes. 52

Video

Hungarian Police Struggle to Control Migrants

2:02

The Iran Nuclear Deal Explained

3:34

Kentucky Clerk Defies Supreme Court on Gay Marriage

1:41