Chevy leads this year’s pack of Super Bowl car commercials
Filed under: Marketing/Advertising, Chevrolet, GM
General Motors is back and back big in this year’s Super Bowl. The automaker will have eight 30-second ads in and around the game, including the pre-game show.
GM marketing chief Joel Ewanick, who came to GM in April 2010 from Hyundai, with a short six-week stint at Nissan in between, is big on big media venues. He likes the Super Bowl, Academy Awards, Olympics, Presidential debates and the like.
Don’t look for big yucks, though, which is a mainstay of Super Bowl ad themes. All of the ads will be for Chevrolet, with ads by San Francisco ad agency Goodby, Silverstein & Partners, which launched the “Chevy Runs Deep” campaign last fall.
Ewanick told the agency to focus on telling stories that convey information and product benefits about Chevy’s newest and most important vehicles – the Volt, Cruze and Silverado pickup. There are two ads running in pre-game, five within the game and one during the post game show.
“We’re looking to win the day,” said Chevy marketing director Chris Perry. Among auto marketers, Chevy will be competing against Volkswagen, Audi, Mercedes-Benz, Hyundai, BMW, Kia and Chrysler. Toyota, Honda and Ford, which have bought time in the past, are sitting this year out.
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Chevy leads this year’s pack of Super Bowl car commercials originally appeared on Autoblog on Wed, 02 Feb 2011 15:59:00 EST. Please see our terms for use of feeds.
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