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Posts Tagged ‘super bowl ads’

Automakers Lining Up Super Bowl Ad Slots

Game getting $5 million for 30-second ad.

by on Jan.19, 2016

CBS is getting $5 million for a 30-second ad in this year's Super Bowl and automakers are lining up spots.

Buick, Audi and Mini have opted to advertise on this year’s telecast of the Super Bowl 50 on Feb. 7, which is expected to attract more than 100 million viewers once again.

It will be the first time ever that Buick will appear on the Super Bowl and Tony DiSalle, U.S. vice president of Buick and GMC, marketing said the spot will give Buick a chance to highlight the changes in the brand’s lineup, which is quickly evolving with the addition of vehicles such as the Buick Cascada and Buick Envision.

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Buick has set global sales record in each of the last three years and 2016 is looking even better. The drop in Buick sales in the U.S. could be traced back to GM’s decision to concentrate on retail sales and pull back from fleet and sales to daily rental companies, he said. (more…)

Fiat Chrysler May be Back in the Big Game After All

But Nissan also planning extended spot for Super Bowl ad fest.

by on Jan.28, 2015

Chrysler is likely to return with more long-form spots like this Emimem "Made in Detroit" ad.

There’s a decided downturn in the number of automakers planning to pitch their wares during the coming weekend’s Super Bowl XLIX. Only five have confirmed a presence, including Nissan, returning for the first time in nearly two decades – while other familiar corporate faces, such as Volkswagen, intend to sit on the sidelines.

But there’s growing speculation about whether Fiat Chrysler will stage a return to the big game’s annual ad fest. Several insiders have suggested a big “surprise” is in store. That would be in keeping with the maker’s past strategy, starting with the unexpected 2:00 minute commercial that ran four years ago featuring rap star Eminem.

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If Chrysler does return for Super Bowl XLIX, it won’t be alone in stretching out its message. Nissan is teasing an extended commercial of its own planned for the game. (more…)

Automakers Spending Big Money to Maximize Exposure with Super Bowl Ads

Even at $4.5 million for 30-second spot, most makers deem time worth the money.

by on Dec.12, 2014

Despite the strong response to its Little Darth Vader ads, VW plans to sit out Super Bowl XLIX.

The National Football League season is rushing towards its climax and soon the airwaves will be filled with NFL playoff games packed with advertising for new car and truck advertising culminating with the Super Bowl on Feb. 1, which is very likely to attract record amount of automotive advertising.

Flush with cash from strong sales during 2014 and a promising outlook for 2015, carmakers appear ready to spend heavily on the new advertising for the big game. And spend heavily they will, a 30-second spot is $4.5 million, which is up from $4 million during last year’s game.


There will be some notable absences, however. Volkswagen, which scored a big success with its Little Darth Vader spot several years ago, is sitting on the sidelines this year. And Jaguar and Lincoln apparently won’t be there, either. But they will be exceptions, rather than the rule.


Super Bowl Auto Ads Send Buyers Online

The Seattle Seahawks weren’t the only ones enjoying a blow-out night.

by on Feb.03, 2014

Actor Ben Kingsley was one of the "British villains" who helped sell Jaguar to Super Bowl viewers.

While the blow-out game appeared to see many sports fan tuning out well before the lopsided match between the Seattle Seahawks and Denver Broncos wrapped up, automotive advertisers generally appear to be pleased with the results they got from their costly Super Bowl ad blitz.

Jaguar, Maserati, Chrysler and Chevrolet all hailed their spots as successful using a variety of metrics including “customer engagement,” though it remains to be seen if they will be able to translate those investments into actual sales.

We'll Bowl You Over!

And, ironically, it appears that much of the payoff may be the result of skillful use of social media rather than an appearance during the Broncos-Seahawks game itself.

“Based on search activity…the investment paid off,” contends website, which tracked how well automotive brands that advertised during the Super Bowl fared in terms of increased online searches.


Will Dylan Deliver Super Bowl Pitch for Chrysler?

Now merged with Fiat, U.S. makers apparently ready to declare the times, they are a’changin’.

by on Jan.30, 2014

“Well, the times they are a’changin’,” and nearly a half century after Bob Dylan made that the mantra of the counter-culture generation, Chrysler apparently sees that as the right message once again.

At least for Chrysler, which barely a week ago consummated its marriage with Italian automaker Fiat, this week delivering a four-fold increase in its profits while announcing that the newly united company would change its name to Fiat Chrysler Automobiles, shift its headquarters to the Netherlands and begin listing its shares on the New York Stock Exchange. So, it seems, Dylan just might be the right person to tell the world as the latest in a series of unexpected celebratory pitchmen Chrysler has tapped for its unique, extended-form Super Bowl spots.

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Or so says Billboard magazine which claims to have gotten the inside word on preparations for the top secret spot Chrysler’s marketing team has been putting together in recent weeks.  And it would be a significant coup considering the 2-minute commercial will reportedly feature not just the singer’s music but an appearance by the 72-year-old Bob Dylan himself.


Volkswagen Bringing its A-Game for The Big Game

Great ad can set the stage for entire sales year.

by on Jan.22, 2014

Volkswagen is ready for this year's Super Bowl ad campaign with its latest commercial.

Now that the Seattle Seahawks’ Richard Sherman is done yelling at San Francisco 49er Michael Crabtree, the focus of sports fans everywhere will be squarely planted on Super Bowl XLVIII on Feb. 2, and Volkswagen appears to be ready.

The game is perhaps the world’s biggest stage for advertising with 30-second ad rates costing $4 million. This year, Mercedes-Benz, Kia, Jaguar, Hyundai, Volkswagen and General Motors are all said to have purchased time.

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Much like the teams playing the event, companies work hard to make sure they’re bringing their A-game with their advertisements. The ads can be the stuff of legend: good and bad. (more…)

Chrysler Doubles Up During Super Bowl

Maker turns to Oprah, Paul Harvey, for long-form messages.

by on Feb.04, 2013

An image from Chrysler's "Farmer" spot.

In a Super Bowl that was nearly halted by a blackout at the New Orleans Superdome, advertisers provided plenty of distraction for an estimated 111 million viewers. And a handful of marketers turned to long-form mini-dramas to stand out from the clutter.

Along with Dwayne “the Rock” Johnson’s pitch for milk and Budweiser’s tale of a baby Clydesdale, Chrysler delivered two long-form spots, doubling up after scoring some of the most memorable moments at the previous two Super Bowl.

In keeping with those earlier mini-epics, Chrysler maintained a low-key approach, its products almost secondary to the subjects at hand, the first spot saluting the American “heroes,” the men and women serving in the U.S. military, while the second 2-minute spot focused on the nation’s farmers.

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“For the past two years, we have used the largest television viewing audience to highlight the pride, the resilience and the determination that form an integral part of the American character,” said Sergio Marchionne, Chairman and CEO, Chrysler Group LLC. “Both the Jeep and Ram Truck brand’s campaign videos express Chrysler Group’s commitment to America and to helping build a better future for this great country.”


Marty’s Marketing Minutia – Super Ad Brawl Countdown

My Take on This Year’s Auto Commercials

by on Feb.01, 2013

Kia will introduce the Hotbots in its Forte ad. Will they become the maker's next "hamstars"?

We’re rapidly approaching that annual celebration of advertising excess known as the Super Bowl.  And this year’s event, XLVII is already creating headlines, as the debate over Volkswagen’s Jamaican-themed spot demonstrated this past week. Almost 40% of the ads that will air on CBS’s broadcast of the game-of-the-year are auto ads. But unlike past years, there’ll be far fewer surprises as leaks, sneaks and previews have become an important component of the actual broadcast.

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Eight car brands are running ads, the question is, “Who is going to have the best car commercial in the broadcast?”

After a review of all spots so far released, here are links to the ads, my picks and rationale for their ranking and when each will run in the game so you don’t miss ‘em.


VW Sticking with Jamaican Ad, Mon

Maker claims critics “over-think” issue.

by on Jan.31, 2013

Don't worry, be happy. A scene from the VW ad.

Volkswagen says there will be “no change” in its plan to air a controversial Super Bowl in which everyone in an office starts speaking in a Jamaican accent.

The ad came under fire when the German maker released a sneak preview earlier this week, critics calling it racist. But the spot, which is performed to the tune, “C’mon, Get Happy,” by Jamaican singer Jimmy Cliff, has also generated a wide range of support.

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“My problem with it is there’s no link to Volkswagen. It’s a German car,” said Barbara Lippert, an editor-at-large for during an appearance on the Today Show in which she discussed Super Bowl advertising. Saying she was “shocked” by the VW spot, Lippert added that, “It’s just saying that black people are happy.”


Marty’s Marketing Minutia – Auto Show Edition

Finding New Roads - and new customers.

by on Jan.11, 2013

Barbarians at the gate? The media hordes prepare for their annual assault on Detroit's Cobo Hall.

For years Cobo Hall, the venue for the North American International Automobile Show has been suspect. No matter how good the vehicles may be displayed with special lighting, the roof did leak, the rest rooms were awful, it was either too hot or too cold and exhibitors and media attendees alike were certain to come up with a vociferous array of complaints.

Result? A three-year, three-phase $270 million renovation and expansion is nearly complete, just in time for the show’s media preview days. There’s a new atrium overlooking the Windsor, Canada skyline and the Detroit River. The Wayne exhibit hall has had 25,000 square feet added and parking has been expanded by 500 spaces.

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Also good news is the relocation of the Michelin Media Center from the inconvenient third floor of  Cobo to Michigan Hall at river level. It’s located between the new three-story atrium, and the indoor Aisin Drive Green Experience test track. There will be more work spaces — 700 of ‘em –, hard line web connectivity, broadcast and photo centers and of course, a steady flow of coffee, refreshments and snacks.