General Motors plans to air three different commercials during the Super Bowl, including a corporate spot and one prepared for Chevrolet by a creative team of
Michael Jackson, GM's vice president of advertising, said the corporate spot on the Super Bowl broadcast will kick off a new campaign, touting the benefits of GM's new extended warranty program. GM announced the new transferable, five-year or 100,000-mile warranties on 2007 models back in September and the new warranty has become an effective closing tool for dealers, according to Mark LaNeve, GM's vice president for sales, service and marketing.
The second Super Bowl spot, featuring Chevrolet, Jackson said, was prepared by a team of students, in a competition that attracted more than 800 teams from 450 different universities. The competition has been so successful that it has been copied by other marketers and has been featured on the CBS Morning News, which has been following one of the creative teams.
The other unique aspect of the Super Bowl competition was that the advertisements seeking participants ran only on the Internet,
GM also is prepared to use comparative advertising if necessary to fight off the challenge from the new Toyota Tundra,
"We understand it’s all about product and we know we're making some of the best product in this company’s history," he said. The key now is get on the personal shopping lists of potential buyers, he said.
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