Super Bowl XLI will be crowded with auto ads this year, as Lexus makes its first appearance.
Automakers including General Motors Co., Hyundai Motor Co., Chrysler Group LLC, Volkswagen AG, as well as Toyota Motor Corp.’s Toyota brand all plan to run ads that cost about $3.5 million for 30 seconds.
GM is again running five 30-second ads in this year’s Super Bowl, with most of the ads expected to feature its Chevrolet brand.
GM could air a Hamtramck-themed Volt ad during the Super Bowl in February. GM builds the extended-range electric vehicle at its Detroit/Hamtramck Assembly Plant. A film crew spent weeks late last year interviewing and filming Hamtramck residents.
VW will tout its new Beetle in a 60-second ad, and its Audi brand plans to air a spot. Audi posted a photo online Monday featuring a football helmet with Audi’s four-rings logo.
Chrysler will return to the Super Bowl, following its “Imported from Detroit” ad last year that has drawn more than 100 million views on the Web. Last week, Chrysler CEO Sergio Marchionne said the automaker hadn’t decided on what ad — or what brand — it will tout during the Super Bowl.
USA Today said auto-related ads will account for about one-third of all of the air time for the Feb. 5 game.
Brian Smith, Lexus vice president of marketing, explained why the brand will advertise at the Super Bowl for the first time: “This is a big year for Lexus as we introduce nine new or updated models, and the Super Bowl provides us with an equally big opportunity to reach a highly-engaged audience of 50 million people.
“The star of our commercial is the all-new 2013 GS, which launches in February and kicks off a pivotal era for the Lexus brand. The spot also will convey that even more products are waiting in the wings and are eager to hit the road.”
The Super Bowl is the most-watched event of the year. Many people tune in to watch the commercials, rather than the game itself.
Check out this Game Day Ad Teaser!