Toyota Dances With Wolves to Top of Ad List

The 30-second RAV4 spot garnered a healthy 34.2% digital share of voice among automotive ads.

WardsAuto Staff

January 27, 2016

2 Min Read
Actor Marsden and pack of wolves bond in Toyota RAV4 ad
Actor Marsden and pack of wolves bond in Toyota RAV4 ad.

A Toyota commercial starring James Marsden and a pack of wild wolves tops our weekly Most Engaging Auto Ads chart, powered for WardsAuto by

The 30-second spot features the “X-Men” actor and a handful of hungry-looking wolves (spoiler: they become friends) promoting Toyota’s RAV4 Hybrid. The commercial garnered a healthy 34.2% digital share-of-voice rating among all automotive ads.

Honda’s “The Dreamer” makes a repeat appearance in the No.2 spot, while a Fiat-“Zoolander 2” cross-promotion inches up a notch to No.3, shifting Mazda's "The Proposal" down to No.4 in the ranking.

Meanwhile, Volkswagen’s ad celebrating a dad’s quality time with his sons, set to the KISS classic “Beth,” holds steady at No.5.

Overall, automakers spent an estimated $138.2 million on TV ads for the week through Sunday. CBS, Fox and ABC, in that order, led the way in drawing automotive ad dollars. NFL football again was the most popular choice for the week’s automotive advertisers, with an estimated $40.8 million spent among the various games. tracks TV ads in real-time and allows customers to monitor social actions, search activity and online video views associated with TV spots across Facebook, Twitter, YouTube, Google, Bing and Yahoo!.

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1. Toyota RAV4 Hybrid TV Commercial, 'Wolf Pack' Featuring James Marsden

34.20% Digital Share of Voice, 1.1M Earned Online Views

2. 2016 Honda Civic TV Commercial, 'The Dreamer' Song by Empire of the Sun

11.29% Digital Share of Voice, 359k Earned Online Views

3. FIAT 500X TV Spot, 'Zoolander 2: Blue Steel' Featuring Ben Stiller

9.81% Digital Share of Voice, 40k Earned Online Views

4. 2016 Mazda CX-5 TV Commercial, 'The Proposal: Driving Matters'

7.28% Digital Share of Voice, 285k Earned Online Views

5. 2016 Volkswagen Passat TV Spot, 'Beth' Song by KISS

5.79% Digital Share of Voice, 11k Earned Online Views

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