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GMC Gets First In-Game Super Bowl Ad
DETROIT — GMC will be airing its first in-game Super Bowl ad on Sunday when the General Motors division shows off its new Yukon hybrid in a 60-second commercial during the second quarter of Fox's broadcast of the game.
GMC Marketing Director Steve Rosenblum told Inside Line that the division has "had plenty of ads during the pre-game shows" on previous Super Bowl Sundays "but we haven't had one in-game as far as I can remember."
GM's announcement that GMC would occupy its single in-game slot on Super Bowl Sunday ended an internal derby of sorts for what brand or products would land the spot. As of a few weeks ago, the spot was reserved for Chevrolet. But more recently, GM reconsidered, settling instead on using the 60 seconds — at a presumed price tag of more than $5 million — to promote one of its new hybrid vehicles: Yukon or the Chevrolet Malibu or Saturn Vue.
Last year, GM aired three ads during the Super Bowl: two for Chevrolet and one corporate spot.
Rosenblum said that GMC prevailed with the in-game spot in part "because we have a big story to tell." Ryndee Carney, a GM marketing spokeswoman, added that "featuring GMC during the in-game spot we bought seemed like an 'equitable' thing to do," given that Chevrolet will be "participating heavily" in pre-game TV advertising, and Cadillac's marketing sponsorship of the Super Bowl Most Valuable Player Award means that Caddy will be a heavy post-game advertiser.
Actual availability to consumers of each of the three new hybrids was an issue as well, Carney said. Rosenblum said that the Yukon hybrid is just now shipping to dealerships.
The GMC ad will feature animation from a short film that was nominated for an Academy Award in the '70s, Rosenblum said, without identifying the flick. "It exemplifies our never-comprise attitude" and also connects directly to the attributes of the Yukon hybrid, he said.
And if indeed the status of the Writers Guild of America contract negotiations permit an Academy Award TV broadcast in February, Rosenblum said, GMC will air the same spot during that event.
What this means to you: If you're a GMC fan, enjoy the attention! Otherwise, Detroit's Big Three won't much represent during the Super Bowl telecast itself. — Dale Buss, Correspondent
GMC Marketing Director Steve Rosenblum told Inside Line that the division has "had plenty of ads during the pre-game shows" on previous Super Bowl Sundays "but we haven't had one in-game as far as I can remember."
GM's announcement that GMC would occupy its single in-game slot on Super Bowl Sunday ended an internal derby of sorts for what brand or products would land the spot. As of a few weeks ago, the spot was reserved for Chevrolet. But more recently, GM reconsidered, settling instead on using the 60 seconds — at a presumed price tag of more than $5 million — to promote one of its new hybrid vehicles: Yukon or the Chevrolet Malibu or Saturn Vue.
Last year, GM aired three ads during the Super Bowl: two for Chevrolet and one corporate spot.
Rosenblum said that GMC prevailed with the in-game spot in part "because we have a big story to tell." Ryndee Carney, a GM marketing spokeswoman, added that "featuring GMC during the in-game spot we bought seemed like an 'equitable' thing to do," given that Chevrolet will be "participating heavily" in pre-game TV advertising, and Cadillac's marketing sponsorship of the Super Bowl Most Valuable Player Award means that Caddy will be a heavy post-game advertiser.
Actual availability to consumers of each of the three new hybrids was an issue as well, Carney said. Rosenblum said that the Yukon hybrid is just now shipping to dealerships.
The GMC ad will feature animation from a short film that was nominated for an Academy Award in the '70s, Rosenblum said, without identifying the flick. "It exemplifies our never-comprise attitude" and also connects directly to the attributes of the Yukon hybrid, he said.
And if indeed the status of the Writers Guild of America contract negotiations permit an Academy Award TV broadcast in February, Rosenblum said, GMC will air the same spot during that event.
What this means to you: If you're a GMC fan, enjoy the attention! Otherwise, Detroit's Big Three won't much represent during the Super Bowl telecast itself. — Dale Buss, Correspondent
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