February 1, 2013

News & Features

Automakers return to Super Bowl in full force

Detroit Free Press


Kia's "Space Babies" Super Bowl commercial for the 2014 Sorento is part of the "It has an answer for everything" campaign and debuts on television in the fourth quarter. (Kia Motors America)

This year, automakers will return to the Super Bowl in full force, hoping to make big impressions with their cars. Here's a rundown of what we know so far.

Audi: For the first time in Audi's history, the brand will let the public select which spot they'd like to see run during the big game. The German luxury brand, returning to the Super Bowl for the sixth consecutive year, has three versions of its 60-second ad.

Chrysler: Chrysler has purchased airtime but has declined to reveal any details about the amount of time or the number of commercials it is planning. The company is coming off of back-to-back blockbuster ads. In 2011, it made its mark as the first automaker to air a two-minute Super Bowl ad, which featured Eminem and the "Imported from Detroit" tagline. Last year, it created a political stir with Clint Eastwood in "Halftime in America."

Fiat: Like last year, there is a good chance that Fiat will again employ a combination of humor and sex appeal in a 30-second spot. One option under consideration for the Fiat 500 Abarth Cabrio shows a woman on a beach with a black scorpion crawling along her back.

Ford and Lincoln: Ford hasn't advertised in the Super Bowl for several years and won't be there this year, either. But Lincoln is a different story; the automaker will be in the Super Bowl for the first time with a 60-second spot by comedian Jimmy Fallon.

General Motors: GM, historically one of the Super Bowl's biggest spenders, decided last spring to skip this year's big game, confusing analysts who thought it would be a great opportunity to promote the new Chevrolet Corvette or Silverado.

Hyundai: In its sixth consecutive year as a Super Bowl advertiser, Hyundai says it has five game-day ads, including four all-new spots, planned. The Korean automaker has again secured a 60-second commercial just before kickoff. Two 30-second commercials will air during the pregame show, and another two will air during the game. Hyundai's ads will highlight its Santa Fe crossover, Sonata Turbo full-size sedan and Genesis R-Spec luxury sedan.

Kia: Kia has purchased a 30-second and a 60-second spot. At least one of the ads will feature the redesigned Sorento crossover. According to Kia, it "will present an answer to an age-old question that has left generations of parents stuttering and searching carefully for words to help them escape an awkward yet truthful situation."

Mercedes-Benz: The German carmaker has enlisted supermodel Kate Upton and music star Usher to appear in its advertisement launching the entry-level CLA-Class sedan. The 60-second ad, to air during the fourth quarter, will reveal the price of the car. The automaker has released six different teaser ads, including a suggestive commercial with Upton watching several guys wash a car.

Toyota: Actress Kaley Cuoco, star of CBS show "The Big Bang Theory," will be featured in Toyota's commercial for its RAV4 crossover.

Volkswagen: The German carmaker is returning to the Super Bowl for the fifth consecutive year. This year's ad "will build on the brand's tradition of sharing simple, human stories," a statement from Volkswagen says.


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