Chevrolet has purchased seven spots.

It's the two-minute warning in terms of Super Bowl advertising and Chevrolet still has some ground to cover. General Motors' largest brand is still mulling its advertising lineup with less than two weeks remaining until the New York Giants and New England Patriots meet in the big game.

Chevrolet has purchased seven spots. Exactly which vehicles will be featured and at what times is still stirring healthy debate at GM headquarters.

"Every day, we're changing the spots of what's running where," said Chris Perry, Chevrolet's vice president of global marketing and strategy. "We're probably going to push it to the end."

That comes Tuesday, Jan. 31 when NBC wants final decisions. Click past the jump to continue reading.

Two ads will air pregame, three during the first half and two following the Super Bowl.

Here's what Chevy executives know so far: Of the seven spots, two will air during pregame programming, three will air during the first half of the game and two will air following the Super Bowl's conclusion.

Two of the three in-game advertisements will be 60-second spots that profile the Silverado and Sonic, the latter of which features the Fun.'s "We Are Young."

Three of the five 30-second spots will feature the Sonic. There are also two Volt ads, including one that pokes fun at the constant questions surrounding its electric inner workings. There's no word yet on another Volt ad that has been making the rounds online, which features Hamtramck, MI, the car's origin of assembly. And don't forget the "Happy Grad" ad, which features a recent college grad who mistakenly believes his parents bought him a Camaro convertible as a graduation gift (below).



It's unknown in which position those spots will run. The remaining two spots are still under discussion, although executives said they're attempting to meld both lighthearted and serious messaging during the game.

"Our real challenge is to change opinion and consideration of Chevrolets."

"Our real challenge is to change opinion and consideration of Chevrolets," said Rich Martinek, manager of the Chevy ad group. "Once an iconic brand, we've had some struggles in the past. Now we're headed in the right direction."

In recent days, that direction has included consolidating its global advertising operations. GM announced it has chosen London's Carat agency. Previously, it had employed more than 50 agencies that purchased ads.

That direction will also include more social media than ever before. Chevrolet introduced the "Chevy Game Time" app during the NFC Championship game, and it has already been downloaded 130,000 times. Among other novelties, the app allows users to register to win 20 Chevy models that GM will give away during Super Bowl festivities.



They've also streamlined advertising efforts with the Facebook sites of individual dealers, purchased automotive exclusivity on NBC's livestreaming of the game online and advertising exclusivity on the #SuperBowl hashtag on Twitter.

Overall, executives expect 500 million impressions on Facebook and 1.5 billion impressions from their entire Super Bowl advertising campaign.

"We're not just on the screen, but on the second screen as well," said Perry, noting that consumers are increasingly engaged online while simultaneously watching television. "So this is a way for people to engage with Chevrolet, and an avenue we can use in the future to engage with consumers."


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  • 18 Comments
      Ben B
      • 2 Years Ago
      No matter what Gm does for the sonic it's not going to make it a good car, its still a 10 year old Daewoo
        Elmo
        • 2 Years Ago
        @Ben B
        Both of you are complete and utter idiots. The Sonic isn't a Daewoo. It's based on the Gamma II platform, which was developed by Opel. It was developed exclusively for the new Sonic, and will be used for the next generation Opel Corsa.
          Ben B
          • 2 Years Ago
          @Elmo
          Yes, just because they do some updates and give it a new name it makes it a completely different car in every way.. GM has been doing this for decades, building cars on old platforms/chassis and calling it new. Compare the two and see that there are shared parts(even if you can only see the cosmetic ones) yourself OLD: http://en.wikipedia.org/wiki/File:2009_Chevrolet_Aveo_Eco_Logic_3door.JPG even OLDER: http://en.wikipedia.org/wiki/File:Chevrolet_Aveo_LT_hatch_front.jpg or NEW: http://en.wikipedia.org/wiki/File:2012_Chevrolet_Sonic_2LT_--_11-10-2011.jpg Now you can't claim they don't share a single component because that's an obvious lie. I'm not some stupid kid on the internet, I know my vehicle manufacturers very well. I live in NZ where we get a lot of Daewoo's, Isuzu's, Holden's, Opel's, etc and even just looking at them you can see shared components between old and new, its just lazy GM engineering. Like the 1997 Leganza and the 2011 Tosca, like the 1997 Nubira and the 2011 Lacetti , same cars, same components. They save money by sharing components (in some cases the whole car) from old models and calling them new.
        strums82
        • 2 Years Ago
        @Ben B
        IT actually doesn't share a single component with the Aveo. Nice try though. May be you could RESEARCH something before you open your fat mouth about it.
          Ben B
          • 2 Years Ago
          @strums82
          ^ see my above post about the fact they do share components ^
        Renaurd
        • 2 Years Ago
        @Ben B
        ....and ten years from now Ben, you will still be an idiot,...........with a keypad.
        torqued
        • 2 Years Ago
        @Ben B
        It's been said, but I feel I need to repeat it. It's not a Daewoo, it's not an Aveo. Seriously, if you don't know what you're talking about, please just refrain from hitting the submit button.
          Ben B
          • 2 Years Ago
          @torqued
          Which is a car designed and made by GM Daewoo... I know exactly what I'm talking about.
      Jerry
      • 2 Years Ago
      Lame! The Sonic is not cool! Stop trying please!
      Sum Ting Wong
      • 2 Years Ago
      Umm.. Seven Spots?? GM? Think you can start paying Mr. and Mrs. American Taxpayer back some of the money you took from us last year or are you going to continue to sweep it under the rug with being ::Clears Throat:: Motors Liquidation, LLC." so now it doesn't matter anymore??
        Elmo
        • 2 Years Ago
        @Sum Ting Wong
        Uh first off, it was back in 2008 when they took the bailout money. 2008 was 4 years ago, not last year. Also, GM has already paid back all the money. So please, go away troll.
        Greg J.
        • 2 Years Ago
        @Sum Ting Wong
        Hey Wong, just explain how is this YOUR money? Did they come to you and TOOK it from you? Did they? Tax money that you pay government (if you pay them in the first place) isn't YOURS!!!!!!!!! Once you pay them they're not YOURS anymore! This isn't a fu@#$% savings account!!
        Renaurd
        • 2 Years Ago
        @Sum Ting Wong
        Yes Sum Ting is Wong, your brain just fell into the seat of your drawers.........
      • 2 Years Ago
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      Cruising
      • 2 Years Ago
      How is a Sonic doing a kickflip "ecologic," nothing about nautical miles per gallon written on that sticker. lol
      • 2 Years Ago
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