As early as this month, advertising plans of carmakers for the National Football Association’s Super Bowl event in February 2015 are starting to emerge. For instance, Mercedes-Benz has already bought a slot for the event, according to spokeswoman Donna Boland. The last time Mercedes-Benz appeared in the Super Bowl was in 2013.
Boland remarked that the carmaker only advertises in the big game when it has something specific to promote, noting that the event is appealing for generating broad awareness. While the German luxury carmaker has already bought time, Boland said the creative concept has not been finalized.
Other carmakers that bought spot in this year’s Super Bowl, however, have opted not to make their appearance in the upcoming event. For instance, both Jaguar and Lincoln will take a breather in the next Super Bowl. Jaguar made its first Super Bowl appearance this year through its "British Villains" campaign that promoted the launch of its F-Type Coupe.
The carmaker, however, does not have enough reason to buy a spot on the big game as it does not have a major launch timed for the start of the year. A spokeswoman told Advertising Age in an e-mail that for a luxury brand like Jaguar, large scale advertising platforms like Super Bowl only make sense when aligned with the timing of major new model launches.
Matt VanDyke, director of global Lincoln, told Automotive News that they will not advertise in the 2015 Super Bowl, even though it has launched several high-profile campaigns in recent years.
VanDyke remarked that while Super Bowl’s massive audience is attractive, the carmaker’s launch plans does not justify spending millions of dollars on an ad this February. VanDyke said that for Lincoln the Super Bowl is not the “area of time where we need to focus this year." [source: automotive news - sub. required]