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GM Plans Return To Super Bowl Ads : News

General Motors GM +0.2% plans to return to Super Bowl advertising in 2014 after sitting on the sidelines last year. That’s not a big surprise. But it’s big news.

GM said today that Chevrolet is set to rejoin other auto-brand advertisers in Super Bowl XLVIII on Fox , on February 2, after a high-profile sit-out for the 2013 game last February. Chevrolet is in the midst of a huge and important run of new-product launches, and it didn’t make any sense for GM’s biggest brand to decline to engage America’s biggest TV audience.

“The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans,” Tim Mahoney, global CMO for Chevrolet, said in a statement. “The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks.”

Between mid-2013 and the end of 2014, Chevrolet will launch 12 new cars and trucks in the U.S.

While eagerly awaited by Fox, the National Football League and others, this announcement comes as no great shock, for a few reasons.

First, GM pulled out of last year’s game in part as a very public statement by its former global CMO, Joel Ewanick, that he wasn’t conducting business as usual. Ewanick complained about the very high cost of advertising in the game, which touched $4 million for 30 seconds last year and is doing the same for the next game, which will be played at MetLife MET -0.78% Stadium in East Rutherford, N.J. He also complained about the cost of advertising on Facebook FB +5.16%. Ewanick departed last summer amid irregularities.

Second, the man who is in charge of Chevy advertising now, Mahoney, had great success with Super Bowl advertising when he was CMO for Volkswagen of America over the previous few years. He’s greatly endeared to the platform for that and other reasons, and it may have been an easy decision for him to return his new brand to the Big Game.

Third, GM’s re-entry makes sense for a host of reasons even beyond the spate of important Chevy launches in a rising U.S. auto market. One of them is the success that Chevrolet, in particular, has had with Super Bowl advertising in the very recent past. Its ad for the Chevy Silverado pickup truck during the 2012 contest, for instance — an apocalyptic tale in which it singled out the rival Ford F-150 as not tough enough to survive end-of-world conditions — was an instant classic.

Other automakers certainly will pony up for Super Bowl advertising again, especially because it has begun to serve as the pivot point for an entire season of Super Bowl-related advertising, with social-media campaigns and TV-ad teasers now coming before and after the contest itself, to extend the brand vibe. And with GM back in the game, car-industry dominance of recent Super Bowl advertising will only grow.

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Sources : GM Plans Return To Super Bowl Ads Photo | GM Plans Return To Super Bowl Ads Article


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