The biggest football game of the year will see the return of General Motors as the company announces plans to purchase ads during the 2014 game after sitting things out last year. The ads will come from Chevrolet which has purchased time to promote its newest cars and trucks.
There are 12 new vehicles coming from Chevrolet from mid-2013 through the end of 2014 so they have plenty to promote. The timing of the Super Bowl matches up with their launch plans and Chevrolet plans to take full advantage of the opportunity.
As for what exactly we’ll see on Super Bowl Sunday 2014, General Motors isn’t saying yet. There has been no announcement about exactly which cars will be in the ads or how many ad spots have been purchased in total.
The move to buy ads during the Super Bowl is a reversal of the decision made by former chief marketing officer Joel Ewanick who was fired a year ago. This is just the latest change in the company’s marketing efforts since Ewanick’s departure.
They also started advertising again on Facebook and changed their slogan. “Chevy Runs Deep” was dropped in favor of “Find New Roads” and they moved back to advertising agency McCann Worldgroup. This ended a joint venture between McCann and Goodby Silverstein & Partners which was part of Ewanick’s plan.
The last time General Motors aired commercials during the Super Bowl was in 2012’s game. That game saw five ads for Chevrolet and a single ad for the Cadillac ATS. Even without General Motors, the 2013 game saw plenty of automotive advertising. Toyota, Hyundai, Kia, Mercedes-Benz, Volkswagen, Chrysler and Audi all purchased ad time.
Part of the reason cited for General Motors’ absence last year was the cost of ads for the game. This year’s ads won’t come cheap either as Fox is likely to get about $3.5 to $3.8 per 30 second spot.
Nicole Wakelin fell in love with cars as a teenager when she got to go for a ride in a Ferrari. It was red and it was fast and that was all that mattered. Game over. She considers things a bit more carefully now, but still has a weakness for fast, beautiful cars. Nicole also writes for NerdApproved and GeekMom.