US:Ford, GM blitz Super Bowl with ads - Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars
Ford Forum Ford Forum

» Auto Insurance
» Featured Product
» Wheel & Tire Center

Go Back   Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars > Fordforums Community > Latest Ford News and Racing News > Ford Worldwide News
Register Home Forum Active Topics Photo Gallery Auto Loans Garage Mark Forums Read Auto Escrow

FordForums.com is the premier Ford Forum on the internet. Registered Users do not see the above ads.
Reply
 
LinkBack Thread Tools Display Modes
Old 01-24-2005, 02:56   #1 (permalink)
Registered User
 
Stacy94PGT's Avatar
 
Join Date: Feb 2001
Location: The Hills of North Georgia,USA
Posts: 7,859
US:Ford, GM blitz Super Bowl with ads


Ford's Super Bowl ad for the Mustang implies that the driver enjoys the car so much, he'll take it out in frigid weather.

Ford, GM blitz Super Bowl with ads

They spend millions on pregame, postgame and in between, while Chrysler sits it out.

By Nick Bunkley / The Detroit News

A year before the Motor City plays host to football's biggest spectacle, two of Detroit's Big Three automakers are giving next month's Super Bowl broadcast an unmistakably hometown flair, spending millions to be a part of the only TV event where commercials can steal the show.

Sandwiched between the Ford Fox NFL Pregame Show and the Cadillac-sponsored postgame wrap-up is a sporting event that is as much a marketing extravaganza as it is a game. Advertisers have the opportunity to reach more than 1 billion people worldwide.

In addition to their sponsorships, Ford Motor Co. and General Motors Corp.'s Cadillac division have snatched up commercial time at a cost of nearly $5 million a minute. Honda Motor Co. bought two 30-second ads to promote its new Ridgeline pickup.

"There has never been a Super Bowl with three automakers running at least 60 seconds of ads," said University of Detroit Mercy marketing professor Michael Bernacchi. "This really is revving it up for next Super Bowl."

Ford created two 60-second spots for the Feb. 6 game: a pregame ad for its pickups and one touting the new Mustang convertible that might run in the first half.

Officials aren't revealing the visual punch line of the Mustang ad, which is based in part on the dark 1996 comedy "Fargo," but it features a convertible with the top down at a snowy intersection.

A police officer goes to check on the driver when the car doesn't move after the traffic light turns green.

The ad implies that the driver enjoys his Mustang so much, he'll take it out in frigid weather. It also says that the car won't be ready for showrooms until spring.

"To be memorable among the other Super Bowl ads, we knew we had to be very, very interesting with some unexpected twist," said Ford Division general marketing manager Marty Collins.

"We shot the Mustang convertible spot up in a northern location on a day when the temperature was zero and the wind chill was 50 below," Collins said.

"That's certainly an unexpected environment for the debut of a convertible sports car."

With at least six different car commercials running during the game, each company is hoping to make its ad stand out from the rest. Lincoln claims the ad for its new Mark LT pickup will be "edgy," while Volvo promises a spot that's one-of-a-kind, without providing details.

"I can say that we will do something that no one's ever done before," said Volvo spokesman John Maloney.

It remains to be seen how advertisers will respond to criticism surrounding several risque ads and Janet Jackson's "wardrobe malfunction" at halftime last year. Experts predict most ads will be fairly tame, but a few companies might push the envelope to get more attention. The Fox network has rejected an ad for cold remedy Airborne that showed the bare backside of 84-year-old actor Mickey Rooney.

"You want your commercial to be one of the ones that's talked about," said Cornell University marketing professor Douglas Stayman. "So many people who watch the Super Bowl are not interested in the game."

While Ford, GM and Honda battle for high scores in the many postgame ad rankings, DaimlerChrysler AG's Chrysler Group has chosen to sit out this year's fray. "It's a great medium to use if you're looking for awareness," said Chrysler spokeswoman Suraya Dasante. "The products that we've got out right now, they're not really hurting for awareness."

Chrysler, which makes the popular 300 sedan and Dodge Ram pickup, was at the center of a Super Bowl controversy last year over its sponsorship of a halftime Lingerie Bowl pitting scantily clad models in a game of touch football. Chrysler later pulled out of the deal under pressure from critics who labeled the company sexist.

This year, Lincoln is the automotive sponsor of the Sports Illustrated Swimsuit Party on the eve of the game.

Like most companies that advertise during the Super Bowl, automakers try to maximize the mileage they get from their commercials. Volvo and Cadillac have created Web sites to get viewers more involved with their vehicles.

At CadillacUnder5.com, consumers are invited to submit five-second films for a national contest. The contest is linked to a series of ads that Cadillac has been running during the NFL playoffs. The ads, which also will air during and after the Super Bowl, hype three Cadillacs that can accelerate to 60 mph in less than five seconds. Cadillac has created a 60-second commercial to run in the second quarter.

Automakers also will be a strong presence in host city Jacksonville, Fla.

Cadillac will provide 400 vehicles to shuttle NFL officials and important visitors. The company also will host its annual celebrity go-kart race, which last year featured Paris Hilton, Jimmy Kimmel and Ice Cube.

Ad it up
Top advertising spenders for next month's Super Bowl:

• Anheuser Busch: $24 million
(5 minutes)
• Pepsi: $12 million (2.5 minutes)
• Ford: $9.6 million (2 minutes)
• GM: $4.8 million (1 minute)
• Honda: $4.8 million (1 minute)
• AmeriQuest: $4.8 million
(1 minute)
• FedEx: $4.8 million (1 minute)
• CareerBuilder.com: $4.8 million (1 minute)
• Olympus: $4.8 million (1 minute)
• Paramount: $4.8 million
(1 minute)
• Sony Pictures: $4.8 million
(1 minute)
__________________
Stacy94PGT
My first car was a 67 Mustang Coupe, 2nd one was a 67 Cougar XR-7, 3rd one was a 66 Mustang Coupe. Why did I get rid of these cars for ? I know why, because I'm stupid, stupid, stupid.

My next Ford.....
Stacy94PGT is offline   Reply With Quote
Sponsored Links
Advertisement
 
Reply

  Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars > Fordforums Community > Latest Ford News and Racing News > Ford Worldwide News



Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)
 
Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are On
Pingbacks are On
Refbacks are On


Similar Threads
Thread Thread Starter Forum Replies Last Post
US:Ford expects to hit record F-series sales; new incentives added on Super Duty Stacy94PGT Ford Worldwide News 0 12-22-2004 06:54
Ford GT Tops 140 mph in Race-Inspired Super Bowl Ad Stacy94PGT Ford GT40 | Ford GT 10 08-30-2004 07:41
The 2005 Ford Harley-davidson Super Duty Stacy94PGT Ford F-100 | Ford F-150 | Ford F-250 | Ford F-350 | Ford Super Duty | Ford Diesel 0 08-10-2004 05:51
U.S.A.:Detroits automakers get back in Super Bowl game Stacy94PGT Ford Worldwide News 0 01-22-2004 07:15
Lows or Superlows in NC fairlane? b-juggles Suspension | Wheels&Tires | Brakes 30 10-25-2003 23:22

Powered by vBadvanced CMPS v3.2.2

All times are GMT -7. The time now is 08:26.



Powered by vBulletin® Copyright ©2000 - 2014, Jelsoft Enterprises Ltd.
Content Relevant URLs by vBSEO 3.6.0
Garage Plus vBulletin Plugins by Drive Thru Online, Inc.