Ads from General Motors were noticeably absent from the Super Bowl this year, although the American auto giant was not completely invisible, as its 2014 Chevrolet Corvette Stingray was awarded to the game’s MVP, quarterback Joe Flacco, who was decisive in the Ravens win over the 49ers.
However, General Motors Company [NYSE:GM] is set to return to the Big Game in 2014 with a series of ads to help spearhead the launch of 12 new cars and trucks due out over the next 12 to 18 months.
The information was revealed by Chevrolet’s global chief marketing officer, Tim Mahoney, who spoke recently with Variety. Mahoney didn’t reveal how many spots GM had booked but did say the Chevrolet brand would be the focus. In 2012, GM booked six spots, five for Chevy and one for Cadillac’s new ATS.
Typical Super Bowl spots, which run for 30 seconds, are estimated to cost between $3.5 and $4 million each. In the recent past, Chrysler has received a lot of attention for its spots, which have run as long as two minutes.
GM's announcement marks the reversal of another controversial decision made by Joel Ewanick, who was fired a year ago as the automaker's chief marketing officer. Since Ewanick's ousting, GM also has resumed advertising on Facebook and replaced the "Chevy Runs Deep" slogan with "Find News Roads."
Super Bowl XLVIII is scheduled to air on Fox on February 2, 2014.