Chevrolet, GM’s bow-tie brand, plans a huge presence on this Sunday’s Super Bowl XLV game broadcast on Fox Network. Not only will there be five 30-second spots aired during football’s annual contest for ultimate bragging rights as reigning champion, but Chevrolet will run ads pre-game and post-game – and award a Camaro convertible to the Most Valuable Player.
Chevy’s return to Super Bowl advertising is its first after a four-year absence.
Singling out products to be featured in commercials during this mega-event with an expected audience of 95 million football fans worldwide can’t be easy. But Chevrolet has picked four winners representing the broad reach of its product lineup.
Making the announcement, Joel Ewanick, global chief marketing officer of General Motors, said, “Chevrolet is using the biggest broadcast day of the year, all day, to talk about the Volt, the North American Car of the Year, the Silverado HD, Motor Trend’s Truck of the Year, the 42-mile-per-gallon Cruze Eco, and the best-selling Camaro.”
Camaro -- The Camaro will shine in two spots. One, “Al’s Chevrolet,” airs during the game. The second Camaro spot, “Ms. Evelyn,” airs after the presentation of the MPV award, also sponsored by Chevrolet.
2011 Chevrolet Cruze Eco
Cruze Eco – The fuel-frugal EPA-estimated 42-mpg highway Cruze Eco takes a bow in “Misunderstanding.”
2011 Chevrolet Silverado 2500HD
Silverado HD -- Chevy’s workhorse Silverado HD is the star of “Tommy.”
2011 Chevrolet Volt
Volt -- And the Chevrolet Volt appears in the appropriately-named “Discovery” spot.
In addition to the product-specific spots, Chevy will air one elaborate, longer-form Chevrolet spot during the special “Glee” episode that follows the Super Bowl. Some old-timers may remember Dinah Shore singing “See the USA in your Chevrolet” in commercials from many years back. Well, the bow-tie brand is bringing the song back for this spot where it plays a key role.
Chevy says the “Glee” commercial will also run during the Super Bowl.
Commercials tell Chevy’s overall brand story
Created by Chevrolet’s ad agency of record, Goodby, Silverstein & Partners, each of the Super Bowl commercials tells part of Chevy’s overall brand story. Ewanick says they provide additional evidence of how “Chevy Runs Deep” – Chevrolet’s tagline for 2011.
Chevrolet’s product portfolio includes a full-lineup of cars, trucks, crossovers, SUVs and minivans purchased by many millions of American families since the company’s founding in Detroit in 1911.