Carmakers expected to flood Internet with Super Bowl ad previews

Article by Anita Panait, on January 25, 2013

The Super Bowl is known to attract millions of viewers in the United States. That is the main reason why several carmakers would not mind paying millions of dollars to have their ads broadcasted during the game. Likewise, carmakers made it a point to launch online previews of their ads even before the much-anticipated game. Online previews allow carmakers to provide a glimpse of their Super Bowl commercial without spending millions of dollars.

For instance, even before Super Bowl 46 went live on Feb. 5, 2012, carmakers flooded the Internet with their deluge of 60-second and 90-second mini films. And one has to admit that they were nicely done. For instance, Volkswagen’s "The Dog Strikes Back" and Chevrolet's "Happy Grad" spots were incredibly nice and creative, as well as Kia’s dream sequence and Acura NSX’s Jerry Seinfield commercial.

When Super Bowl 46 commenced, many carmakers saw their 60-second and 90-second mini films trimmed to a 30-second spot, mainly because of the high price they have to pay just to have their ads shown. Some carmakers, however, managed to convince their marketing departments to provide a large budget for the Super Bowl, thus enabling them to keep their ads’ lengths as they are.

One of those carmakers is Chrysler, which perhaps paid a large sum of money just for us to see its two-minute commercial featuring Clint Eastwood broadcasted on live TV. As a note, Chrysler did not upload the ad in the Internet as a preview. Now, the Super Bowl 47, set for Feb. 3, 2013, is approaching. While carmakers have yet to offer a preview of their Super Bowl ads, we could expect them to do so in the next few days.

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