Chrysler stands out with both Farmer and Whole Again 2013 Super Bowl ads

Article by Anita Panait, on February 4, 2013

There were two main reasons to watch the Super Bowl XLVII – the game and the commercials. Indeed, the big event lived up to its expectations, gathering several of the planet’s biggest advertisers – carmakers, food companies, beverage makers and others.  But for Jim Joseph, president of North America division of public relations agency Cohn & Wolfe, Chrysler stood out as the winner among carmakers that gained slots at the Super Bowl, because of American pride. 

Joseph remarked that unlike other carmakers, Chrysler’s Jeep ad didn't talk about features, but showed what the carmaker has been doing in partnership with USO to bring home the troops to their families. The two-minute Jeep ad featured a salute to US troops, as narrated by Oprah Winfrey, and was shown at the halftime of the Super Bowl XLVII.

Chrysler also had another ad, for its Ram vehicle, shown during the fourth quarter of the game. Other Super Bowl advertisers include Hyundai with its “pick your team” ad and Volkswagen with its “be happy” commercial. Advertising experts say that the Super Bowl is the largest showcase for US consumers with more than 100 million viewers. Reaching that number of viewers on a single instance is a dream for many advertisers, but they have to spend an average of $4 million for a 30-second commercial.

But the placement of the ads during the game was nearly jeopardized by a 34-minute partial blackout of the Superdome in New Orleans. Instead of using any ad to fill in the 34-minute gap during the blackout, CBS filled the time with recaps by the network's commentators. CBS said that it would honor its commitments to advertisers. Cohn & Wolfe’s Joseph remarked that by "honoring their commitments," CBS guaranteed that the placement of ads would not be affected, with those in the third and fourth quarter appearing where they had been set to be shown.

The blackout caused the game to run until 10:45 p.m. on the East Coast. The Super Bowl XLVII started with a rendition of "America the Beautiful" by Jennifer Hudson and the chorus from Sandy Hook Elementary School in Newtown, Conn. The game ended with the Baltimore Ravens beating the San Francisco 49ers, 34-31 to become the champion of the Super Bowl XLVII.

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