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Automakers Tackle Super Bowl Sundary

Which automakers will score a TD?

by on Feb.03, 2011

Audi's new ad campaign says, "Goodbye, old luxury," and "Hello, Super Bowl."

Automakers are setting up for Super Bowl Sunday with one of the largest ad lineups ever. Even Suzuki, which has a miniscule ad budget, plans to use a clever mix of local advertising spots bought for 14 different markets to get in on the action.

“It’s where the big brands play,” said Chris Perry, the new vice president of marketing at General Motors, which is planning to air no fewer than five-different Chevrolet ads during the game, at a cost approaching $15 million.

(Marketing maven Marty Bernstein rates the Super Bowl auto ads. Click Here for the results.)

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“It doesn’t matter whether you are at home on the couch or in a bar somewhere with other people, you’re part of the culture. That’s where American culture is defined. You have to be there if you want to be part of the conversation,” said Perry.

Joel Ewanick, GM’s vice president of marketing, also said GM wants more exposure for its four surviving core brands — and is willing to pay for it. “We’re going to spend more on these brands,” he said.