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Super Bowl Ad Plans Morph as Big Game Approaches
DETROIT — General Motors is still jockeying around with various possibilities to fill its Super Bowl in-game TV-advertising slot with less than a week left before the big game, while other automotive companies are locked and loaded.
GM told InsideLine that it has been doing some late revisiting of how it plans to use the one spot that it has bought during the actual Super Bowl. Originally, Chevrolet clearly was going to be the occupant. But "now we're possibly considering other brands," said GM spokeswoman Ryndee Carney, while Chevy's only definite posting is in pre-game TV ads.
GM clearly is increasingly concerned about getting the right bang for the estimated $2.7 million that Fox is charging for each 30-second spot. And in that regard, Carney said, "we're considering possibly other brands" for the ad.
One strong possibility, she said, is that GM might choose to advertise one or more of its new hybrid vehicles during the Super Bowl, including the Saturn Vue as well as the Chevrolet Malibu. "But the debate we're having is we're not sure we'll have enough inventory [of the new hybrids] on February 3 to warrant running an ad for them during the Super Bowl," Carney said. "We don't want to frustrate consumers."
Meanwhile, Nissan, Audi, Hyundai, Toyota and Bridgestone Tire are the other major industry players that have solidified their Super Bowl advertising plans.
Audi, as previously noted in Inside Line, is running a 60-second ad for its new R8 midengine sports car with inspiration from The Godfather.
Nissan is going to try to boost its new Murano CUV with a Super Bowl ad that will be seen during the game in about 20 local markets, not on a network buy. The spot should help build enthusiasm just as Nissan dealers begin receiving significant volumes of the 2009 Murano in February, said Larry Dominique, Nissan's vice president of product planning.
After reconsidering whether to go ahead with its pair of in-game 30-second spots, Hyundai will have a major advertising presence during the Super Bowl.
Toyota is reported to be planning to run two spots during the Super Bowl, one for the redesigned Toyota Sequoia SUV and the other featuring the updated Corolla.
And Bridgestone not only is the title sponsor of the Super Bowl halftime extravaganza but also will run its first in-game commercial, during the break between the first and second quarters. It is dubbed "Scream" and features a vulnerable squirrel. The second, titled "Unexpected Obstacles," is to air during the third quarter featuring Alice Cooper and Richard Simmons.
What this means to you: There will be plenty of automotive action on TV during the Super Bowl, though with slimmer pickings from the Detroit Three than in quite some time. — Dale Buss, Correspondent
GM told InsideLine that it has been doing some late revisiting of how it plans to use the one spot that it has bought during the actual Super Bowl. Originally, Chevrolet clearly was going to be the occupant. But "now we're possibly considering other brands," said GM spokeswoman Ryndee Carney, while Chevy's only definite posting is in pre-game TV ads.
GM clearly is increasingly concerned about getting the right bang for the estimated $2.7 million that Fox is charging for each 30-second spot. And in that regard, Carney said, "we're considering possibly other brands" for the ad.
One strong possibility, she said, is that GM might choose to advertise one or more of its new hybrid vehicles during the Super Bowl, including the Saturn Vue as well as the Chevrolet Malibu. "But the debate we're having is we're not sure we'll have enough inventory [of the new hybrids] on February 3 to warrant running an ad for them during the Super Bowl," Carney said. "We don't want to frustrate consumers."
Meanwhile, Nissan, Audi, Hyundai, Toyota and Bridgestone Tire are the other major industry players that have solidified their Super Bowl advertising plans.
Audi, as previously noted in Inside Line, is running a 60-second ad for its new R8 midengine sports car with inspiration from The Godfather.
Nissan is going to try to boost its new Murano CUV with a Super Bowl ad that will be seen during the game in about 20 local markets, not on a network buy. The spot should help build enthusiasm just as Nissan dealers begin receiving significant volumes of the 2009 Murano in February, said Larry Dominique, Nissan's vice president of product planning.
After reconsidering whether to go ahead with its pair of in-game 30-second spots, Hyundai will have a major advertising presence during the Super Bowl.
Toyota is reported to be planning to run two spots during the Super Bowl, one for the redesigned Toyota Sequoia SUV and the other featuring the updated Corolla.
And Bridgestone not only is the title sponsor of the Super Bowl halftime extravaganza but also will run its first in-game commercial, during the break between the first and second quarters. It is dubbed "Scream" and features a vulnerable squirrel. The second, titled "Unexpected Obstacles," is to air during the third quarter featuring Alice Cooper and Richard Simmons.
What this means to you: There will be plenty of automotive action on TV during the Super Bowl, though with slimmer pickings from the Detroit Three than in quite some time. — Dale Buss, Correspondent
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