After staying on the bench for a year, General Motors is getting back into the “big game”, as unofficial Super Bowl sponsors refer to it. Tim Mahoney, Chevrolet’s chief global marketing officer issued a statement that GM has purchased commercial time for the Fed 2, 2014 Super Bowl broadcast as part of its launch of a dozen new Chevy cars and light trucks over the next year and a half. A media buyer told Advertising Age that the CBS network probably paid between $3.5 million and $3.8 million for each 30 second spot on the February broadcast of the American football championship.
The decision to not advertise on the 2013 Super Bowl broadcast was made by former GM marketing head Joel Ewanick, who was subsequently fired. The automaker has reversed other Ewanick decsions, including his pulling of GM advertising from Facebook. They’ve also replaced the “Chevy Runs Deep” slogan and ad campaign with one based on their “Find New Roads” tagline. Additionally, Ewanick had changed Chevrolet’s ad agencies, putting together a joint venture between Goodby Silverstein & Partners and the McCann agency to handle the brand’s advertising. Since his firing Chevy has returned creative ad work back to McCann Worldwide’s direction.
Toyota, Hyundai, Kia, Mercedes-Benz, Volkswagen and Audi advertised during the 2013 game, along with Chrysler, whose memorable Super Bowl ads have created buzz for the last couple of years.