General Motors will air commercials at the Super Bowl XLVI to further promote its Chevrolet Sonic small car. The company has purchased seven commercial spots, including two 60-second ads, to be aired on one of the most watched sports program in television, which typically attracts around 80 to 90 million viewers across the U.S. GM also has acquired an additional in-game spot, which would be used to plug the Cadillac.
Other cars that will be featured in GM’s commercials are the Volt plug-in hybrid, Silverado pickup and Camaro. The Sonic will be featured in two commercials, one of which is a 60-second spot. The 60-second commercial is an anthem ad that features footages of the Sonic bungee jumping and being launched from a plane. The commercial will also feature the "We Are Young" song of New York indie band Fun, in an effort to further attract buyers from the teens and 20-somethings segments.
Rich Martinek, group advertising manager for Chevy, said the commercial is also aimed at building awareness of unit’s vastly improved car portfolio. "It's not just an opportunity to sell Sonics, it's to reinforce the changes we're making overall from a brand perspective," Martinek said.
Sonic has been selling well since its autumn launch despite being marketed only through the Internet.
GM ran five commercials in last year’s Super Bowl XLV, which featured the Pittsburgh Steelers and the Green Bay Packers. This year’s Super Bowl XLVI on February 5 features the match-up between recent champions New England Patriots and New York Giants at the Lucas Oil Stadium in Indianapolis.
The Chevrolet Sonic sedan and its five-door models showcase strength, stability and refinement in every angle. Its wide, planted stance as well as its wheel-at-the-corners proportions defines its performance ability while its progressive, raked body lines give an illusion of motion even at a stationary state.
In order to stamp the Chevrolet brand on the Sonic, aggressive cues such as fender flares and round motorcycle-inspired headlamps are combined with a dual-element grille and round tail lamps (both being global design cues). A character line is formed just above the headlamps on the front-most area of the hood which then flows in a sleek side profile courtesy of uninterrupted body side lines, a high beltline and low roofline. The side mirrors effortlessly camouflage into the shape of the car as if disappearing from sight.
There are distinct characteristics that set the sedan apart from the five-door models. The sedan sports a more upscale and mature “notchback” profile while the five-door version comes in a tight, two-box shape featuring aggressive, diving feature lines. The five-door models have rear door handles discretely incorporated into the “C”-pillar area, making it look like a three-door hatch at first glance. Moreover, the five-door’s rear is designed with unconventional details such as its exposed, motorcycle-inspired tail lamps.
Chevrolet is strict in terms of quality and attention to detail to each of its models, thus the Sonic receives the same attention. Both sedan and five-door models are fitted with chrome grille surrounds and matte black honeycomb grille inserts for a touch of sophistication and a range of large wheel sizes (17-inch alloy wheels are also available) brings out the car’s sporty character.
In the inside, the Chevrolet Sonic’s cabin perfectly complements its motorcycle-inspired exterior thanks to its detailed instrument cluster which features a large, round analog tachometer set inside an asymmetrical LCD readout as well as a large digital speedometer display.