GM returns to Super Bowl in 2014 as Chevrolet buys commercial time

Article by Anita Panait, on August 24, 2013

After missing the Super Bowl XLVII, General Motors is making its comeback to the big game in 2014 after its Chevrolet unit bought commercial time in concurrence with the introduction of 12 new cars and trucks between mid-2013 and the end of 2014. Tim Mahoney, Chevrolet global chief marketing officer, said in a statement  the timing of Super Bowl XLVIII "lines up perfectly with [their] aggressive car and truck launch plans," adding that the big game is a "great stage for showcasing" the Chevrolet brand and their newest cars and trucks.

The Super Bowl XLVIII will happen on Feb. 2, 2014, with live broadcast on Fox. GM's Super Bowl announcement is a reversal of another controversial decision by Joel Ewanick, GM's chief marketing officer it fired a year ago. Ewanick's exit from the GM has ushered the carmaker into resuming its advertising on Facebook as well as replacing the "Chevy Runs Deep" campaign with one built around the slogan "Find News Roads."

Chevrolet also shifted its creative work back to McCann Worldgroup, and undid a joint venture between McCann and Goodby Silverstein & Partners. In the 2012 Super Bowl, GM aired six commercials -- five for Chevy and one for the Cadillac ATS -- and then missed this year's big game.  Carmakers like Audi, Hyundai, Kia, Mercedes-Benz, Toyota and Volkswagen bought commercial buy time for the 2013 Super Bowl.

Since 2011, Chrysler Group had ran a two-minute commercial that had become a subject of discussion among many viewers. For this year's Super Bowl, Chrysler used a monologue by the late broadcaster Paul Harvey to promote Ram pickup trucks.  One media buyer remarked to Advertising Age, an affiliate of Automotive News, that Fox is charging between $3.5 million and $3.8 million per 30-second spot.

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