Auto Companies Planning A Lot Of Super Bowl Ads

Interview: WWJ AutoBeat Reporter Jeff Gilbert talks with University of Detroit Mercy marketing professor Mike Bernacchi about auto company's Super Bowl ads.

Detroit (WWJ) The auto industry is returning to the Super Bowl in a big way. There will be at least twenty auto related commercials connected to the big game, the most ever.

"It looks like there's going to be no fewer than eight brands advertised during the game," said University of Detroit Mercy marketing professor Mike Bernacchi. "They will rival the eats, and beverages and movie makers for the most ads this super bowl."

General Motors will run ads for its Chevrolet brand. Before GM ran into financial trouble, the game's MVP won a brand new Cadillac. This year, they'll be presented with a new Chevy Camaro Convertible.

"The new Camaro Convertible arrives in dealerships in February and will be a fitting reward for the MVP," said Rick Scheidt, US vice president of Chevrolet marketing, in a statement. "It's a great opportunity for Chevy to have Camaro play a role on one of the world's biggest stages, the Super Bowl."

A GM spokesman says they are not planning any special ads for the Super Bowl. The commercials they run will be simlar to those that the brand is already running, using the voice of Detroit's own Tim Allen.

Kia, on the other hand, is going all out, planning a special ad featuring space aliens lusting over a new Kia Optima. Kia planning to tie this ad in with the give away of several new cars. Mercedes has a similar strategy.

Auto company ads have generally been fairly conservative, and have not been as memorable as ads for beer, soda or snacks.
"You have to be careful, when putting out an auto ad that it reflects the product itself," says Bernacchi. He says that auto companies have more expensive products than soft drink or snack companies, and need to reflect that in their advertisements. But, Bernacchi also says that car companies have scored better with viewers in recent years.

General Motors, in particular has been criticized for spending big money on Super Bowl ads, so soon after emerging from bankruptcy. But, Bernacchi says the game is a way to make an impression on a lot of people. He says the timing is particularly right this year, with the auto industry in recovery mode, and consumer confidence improving.

"This is a resurgent year for the economy," he said. "It's a resurgent year for Super Bowl advertising."