is reporting that Chrysler will be the only U.S. domestic automaker to air a commercial during this year's Super Bowl. The spot in question will be 60 seconds long, the most expensive length to buy during the big game, and advertise the Dodge Charger of all vehicles. Chrysler spokeswoman Dianna C. Gutierrez is quoted saying, "What better way to illustrate to our customers that we are still here than to air on the Super Bowl..." Oh Dianna, we could think of a few ways.

Has Chrysler determined there are so many people who believe it's disappeared that spending millions on a Super Bowl ad to remind them it hasn't is a good idea? This idea ranks right up there with boarding a private jet bound for the nation's capital to ask for money from Congress. In other words, it will backfire. The expense of buying air time during the Super Bowl to advertise the outdated Charger could easily be seen by some as a waste of money, dollars that could have been used to do better things, like, say, developing a better Charger.

There's nothing Chrysler can say in a commercial that will wipe out the ill will that remains in some people's hearts after the government loans and forced bankruptcy, so Chrysler should do what its cross-town rivals are doing: be quiet and start developing better products. Once the folks at Chrysler build a better Charger (and Avenger, Caliber, Journey, etc.), then we'll by happy to watch their Super Bowl ad. Until then, we're more looking forward to watching spots from Honda, Hyundai, Kia, Audi and Volkswagen on February 7.

[Source: | Image: Jamie Squire/Getty]

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