Chevrolet's 2015 Silverado HD will be featured in one of two 60-second ads the Detroit automaker will air during the first quarter of Sunday's Super Bowl XLVII game. During the 2013 Super Bowl, automakers spent $92 million on 12 commercials from nine brands. (GM photos)
General Motors Co.’s biggest brand is returning to the Super Bowl.
Chevrolet’s 2015 Silverado HD will star in one of two 60-second ads the Detroit automaker will air during the first quarter of Sunday’s Super Bowl XLVII game between the Seattle Seahawks and the Denver Broncos, GM said Tuesday. The company is keeping the second ad under wraps until game time.
Chevrolet skipped the 2013 game.
GM is among more than a half-dozen automakers, including cross-town rivals Ford Motor Co. and Chrysler Group LLC, that will advertise during the sporting event, which drew 108 million viewers last year. Automakers continue to spend big — ads cost $4 million or more for 30 seconds — because of the huge audience as well as the social media buzz surrounding the game, experts said.
Titled “Romance,” the Chevrolet ad is an amorous take on the Man and His Truck theme: A cattle rancher transports his bull in the Silverado while en route to a “date” across town. The ad, which features Hot Chocolate’s hit, “You Sexy Thing,” has a “bit of a wink, a bit of a smile,” said Tim Mahoney, Chevrolet’s global chief marketing officer.
Chevy has a slate of new and refreshed products and it wants to be part of the biggest ad stage of the year in which many people tune in just to watch commercials. “It’s about finding a big statement that propels your brand and puts the brand into the social conversation,” Mahoney said of ad strategy.
Chevy will also air two ads in the post game and award the Most Valuable Player a new Silverado High Country truck.
Jaguar, for the first time, will air an ad during the game. Hyundai Motor America, Kia Motors America, Toyota Motor Corp. and Volkswagen of America Inc. will have commercials as well.
Chrysler, known for its buzz-creating Super Bowl ads, will have a commercial too, but the Auburn Hills automaker is not releasing details. Last year Chrysler ran two two-minute ads, one featuring its Ram Trucks and farmers; the other saluted U.S. troops and featured Jeep.
“We will be on the Super Bowl,” Fiat-Chrysler CEO Sergio Marchionne said at the North American International Auto Show in Detroit this month. “We’re going through the typical angst of making sure we get it right.”
He hinted the ad will cast the spotlight on the all-new 2015 Chrysler 200, unveiled at the Detroit show. The previous version of the midsize sedan was featured in Chrysler’s popular “Imported from Detroit” Super Bowl ad in 2011 that included rapper Eminem. “We had the right ad, but the wrong car,” Marchionne said. “Now we have the right car.”
Ford, meanwhile, will air a 90-second ad featuring actor James Franco and comedian Rob Riggle. It will run in the last spot before kickoff.
Ford spokeswoman Angie Kozleski said the ad will showcase the Fusion Hybrid. Super Bowl ad teasers on Ford’s YouTube Channel say to tune in Sunday to learn the “true meaning behind #nearlydouble.”
During the 2013 Super Bowl, automakers spent $92 million on 12 commercials from nine brands, according to research firm Kantar Media. Over the past five games, Chrysler Group LLC ranks No. 4 among the top Super Bowl advertisers, spending an estimated $64.3 million, while Hyundai was third at $67.4 million, Kantar Media said.
Jon Swallen, Kantar Media’s chief research officer, said he expects carmakers may come close to buying as much time as they did last year.
Car companies like to advertise in the Super Bowl because it can help them reach a target audience.Automakers also want to be where their competitors are, said Swallen, noting the auto ad category for the game is extremely competitive and crowded.
Several automakers’ Super Bowl ads have been released on YouTube.
Hyundai released its two 30-second spots Monday and Audi of America posted its 60-second commercial that day as well..One Hyundai spot focuses on a father saving his son from injury and shows the new Genesis sedan and the vehicle’s auto braking.
Toyota released its ad, which features actor Terry Crews behind the wheel and the Muppets in a redesigned 2014 Toyota Highlander. The “Joyride” ad will air during the second quarter.
Audi’s humorous commercial, titled “Doberhuahua,” is a take on compromise, and features a couple who can’t decide on a dog and and decide to breed a Doberman pinscher and Chihuahua. The commercial, features a cameo by Sarah McLachlan, known for her public service announcements to end cruelty to animals.
Jaguar’s one minute “Rendezvous” ad will appear in the game’s second half and features the new F-Type Coupe, which goes on sale in the spring. The ad stars Ben Kingsley, Tom Hiddleston and Mark Strong and centers around the theme that Brits tend to play the best villains on the big screen.
Volkswagen posted its “Wings” commercial Tuesday. The one-minute ad focuses on the number of Volkswagens with 100,000 miles on the road. Kia will run a one-minute ad featuring the new K900 luxury sedan.
Kia on Tuesday also released its ad featuring the new K900 luxury sedan hat will air in the third quarter of the game. The spot features actor Laurence Fishburne in his role as Morpheus from "The Matrix" movies.
Bryce G. Hoffman contributed.