• Feb 2, 2011
You don't mess with the Bumblebee – Click above to watch the video after the break

General Motors is back and back big in this year's Super Bowl. The automaker will have eight 30-second ads in and around the game, including the pre-game show.

"We're looking to win the day," says Chevy marketing director Chris Perry
GM marketing chief Joel Ewanick, who came to GM in April 2010 from Hyundai, with a short six-week stint at Nissan in between, is big on big media venues. He likes the Super Bowl, Academy Awards, Olympics, Presidential debates and the like.

Don't look for big yucks, though, which is a mainstay of Super Bowl ad themes. All of the ads will be for Chevrolet, with ads by San Francisco ad agency Goodby, Silverstein & Partners, which launched the "Chevy Runs Deep" campaign last fall.

Ewanick told the agency to focus on telling stories that convey information and product benefits about Chevy's newest and most important vehicles – the Volt, Cruze and Silverado pickup. There are two ads running in pre-game, five within the game and one during the post game show.

"We're looking to win the day," said Chevy marketing director Chris Perry. Among auto marketers, Chevy will be competing against Volkswagen, Audi, Mercedes-Benz, Hyundai, BMW, Kia and Chrysler. Toyota, Honda and Ford, which have bought time in the past, are sitting this year out.

Continue reading...

Chrysler, the only U.S. automaker to show up in the last Super Bowl broadcast with a single ad for Dodge, is back with ads for both Dodge and Chrysler brands. Audi of America is making its fourth consecutive Super Bowl appearance and will be in the game's first commercial break. Chevy ads will continue in a special post-game episode of the hit show Glee.

It would be a surprise for one of the car makers to take a prize as "Best-in-Game." "Super Bowl car ads are pretty much dead on arrival for ad likability," said Chuck Tomkovick, a marketing professor at University of Wisconsin, Eau Claire.

Arguably, the two brands with the best chance of scoring high with viewers are Kia and Dodge. Kia has been a crowd pleaser the last two years with ads featuring driving hamsters and toys that come to life. And Dodge had one of the most memorable car ads of 2010 featuring George Washington leading a column of Dodge Challengers into battle against the British redcoats.

We showed you this yesterday, but here again is one of the eight ads from GM that will air on Sunday. It is actually a commercial that teases the Chevy Camaro in this summer's Transformers movie.




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  • 24 Comments
      • 3 Years Ago
      "Don't look for big yucks, though, which is a mainstay of Super Bowl ad themes."

      Am I the only one who thinks this is a bad idea for GM? It's the friggin superbowl! The memorable commercials are the clever ones... which usually are also the ones played thousands of times again on YouTube after the commercial has stopped running.

      They're gonna go the way of the Like a Rock commercials if they're not careful... god I hated that jingle
      • 3 Years Ago
      This was poorly thought out it defies words. It does a fantastic job of reminding people why they hate Chevrolet (GM) dealerships: empty promises, over bearing advertisements, pushy sales people, rude sales managers and no professionalism to be found from top to bottom. The only way this could be worse is if they managed to feature the run down grease pits they call service areas. Maybe they should have used the money to send the tax payers a thank you card.

      PS Bumblebee was a VW Bug and always will be in my mind.
      • 3 Years Ago
      Let me get this straight... GM paid Fox $3M to air a Transformers commercial?
      Jim
      • 10 Months Ago
      This year? Any comment yahoo?
      • 3 Years Ago
      I wonder why Chevy likes being connected to a low-quality, ill-conceived, and forgettable franchise. I guess it fits.
      • 3 Years Ago
      It was satirical, kitschy, and funny. Just some light-hearted fun on National Football Day. Lighten up, people.
      • 3 Years Ago
      It's a shame that I live in Canada and the CRTC and CBSC are full of fail, so I won't be able to watch these.

      Instead, I get to watch commercials previewing the new episode of "So You Think You Can Dance Canada" and "Project Runway Canada". And Doritos.

      *facepalm*
        • 3 Years Ago
        mmmmmmmmm Doritos
      • 3 Years Ago
      Yawn - that add was just cheap IMO - all the other ads have it beat already...
      • 3 Years Ago
      Your tax dollars at work.
        • 3 Years Ago
        This is your brain. This is your brain on drugs.
      • 3 Years Ago
      Disagree.. the VW/Star Wars ad was better.
      • 3 Years Ago
      I really don't get "Chevy Runs Deep"

        • 3 Years Ago
        I totally get it. They are speaking to me with that line. Chevy runs very deep here.
      • 3 Years Ago
      Don't look for yucks, they are going to be serious. The picture shown is a transformer fighting a guy dressed in an animal costume. That looks pretty serious to me.

      Also, I didn't know there were commercial breaks during Presidential debates.
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