Edmunds Auto Observer explores the plans for the Super Bowl plan of the major automakers in this November 11 article.
GM confirmed to Edmunds that it will return to the game with one 60 second spot for Chevrolet. This is down from their 3 spots last year.
GM Spokeswoman Ryndee Carney said
“None of our vehicle launches is taking place around then. That’s what we always do with our decision: We’re always balancing our business need at any given time with opportunities to purchase media.”
This quote from, GM’s North America vice president for vehicle sales, Mark LaNeve, leaves a hint that GM might feeling the pain from the heat they received for their robot suicide ad last year. That ad drew a complaint from the American Foundation for Suicide Prevention and widespread criticism in the blogosphere.
“…I don’t want our ego to get in the way, saying, ‘We’ve got to be in the game.’ It’s expensive, and those ads are very highly scrutinized.”
Honda has decided to not to participate because they don’t have a product launch to announce at that time.
“It’s still an outstanding [advertising] vehicle if you’ve got a Super Bowl-worthy message, or a new product launch,” “But we just don’t feel we have a message befitting the Super Bowl,”
Chrysler is also likely to stay away. Chrysler’s CMO Deborah Meyer said “I’m a little less hot on the Super Bowl lately. It can be an interesting place to be if it matches very tactical, or launch, strategies. But it has lost a little bit of its luster overall, as does anything that’s been focused on or overused.”
Cadillac won’t have an ad in the game, but they’ll be involved in the post-game celebration. Cadillac will continue its sponsorship of the game’s MVP award where they’ll award an Escalade to the game’s MVP during the post game ceremony. They are also buying prominent ads on YouTube immediately after the game.
A Ford executive indicated in the article that they will probably run an ad in the pre-game instead of during the game. Toyota has not revealed any of their plans.
Comments