During the J.D. Power Automotive Roundtable in San Francisco today, Chrysler Group Chief Executive Officer Sergio Marchionne explained that this first-ever two minute Super Bowl commercial will focus on one of the five brands currently operated under the Chrysler umbrella. Not only did Chrysler have to get approval from Fox (who is airing Super Bowl XLV) but since all planned advertising breaks were only 90 seconds, the National Football League had to approve the extended commercial break for the unprecedented ad. While he would not give any insight as to which brand will be featured, Marchionne assured the group that it would be “worth watching”.
However, the Detroit Free Press is reporting that the 2-minute Super Bowl XLV advertisement will feature the Chrysler brand – specifically the 2011 Chrysler 200. Surprised? We are too…but considering how much Chrysler wants to stress the luxury design of the new lineup, it is important for them to show as many people as possible that the 2011 Chrysler 200 is more than just a rebadged Chrysler Sebring. To help draw some attention to the commercial, Chrysler will employ the help of hip hop superstar and Detroit native Eminem with his song “Lose yourself” accompanying the massive 120-second spot.
Chrysler has not disclosed exactly how much they spent on this commercial, although Marchionne stated that it was less than $9 million. If that is a fact, then Chrysler seems to have gotten a “buy 3 30-seconds commercial spots and get one free” deal from Fox. Last year, Chrysler was the only American automaker to buy ad time during the game, with 60 seconds reserved for their Dodge Charger “Man’s Last Stand” advertisement.
Super Bowl XLV kicks off at 6:29pm this Sunday and the 2-minute Chrysler advertisement is set to run during the third quarter of the big game. The commercials have become as important to some people as the game itself and we can expect plenty of attention grabbing efforts by most of the major automakers this year.
Other Chrysler News:
Chrysler and Fiat could become a single, US-based company
Chrysler to debut the 2011 200 Convertible at the Chicago Auto Show
The Ram brand teases a Chicago Auto Show product debut
Chrysler Group shows promising growth in January 2011 sales
Chrysler announces bonuses for American and Canadian workers
Source: The Detroit Free Press