Super Bowl Ads: Has Chevrolet Become King of the Big Game?

Feb. 3, 2012
As part of a multimedia onslaught, Chevy will air five news ads on Sunday -- three during the game -- including a music video featuring its new Sonic subcompact and the band OK Go.

With General Motors back on top as the world's No. 1 automaker, perhaps it's fitting that Chevrolet is set to make a big splash on Super Bowl Sunday.

Chevy will air five news ads on Sunday -- three during the game -- including a music video featuring its new Sonic subcompact and the band OK Go.

"The Super Bowl is a huge opportunity for Chevrolet to connect with millions of consumers -- before, during and after the game -- with our ads and digital extensions," said Joel Ewanick, global chief marketing officer, General Motors. "At the core of our efforts are great Chevrolet cars and trucks."

In addition to the music video, Chevrolet will debut two other ads for the Sonic and one each for the Volt extended-range electric sedan and Silverado full-size pickup.

Chevy also will air an ad titled "Chevy Happy Grad," which was created by 26-year-old Zach Borst for the Chevrolet Route 66 Contest.

Chevy will have an advertising presence in other ways:

  • The automaker's digital presence will include the Chevy Game Time app, "which allows viewers of Super Bowl XLVI to play trivia, interact with each other via Twitter, participate in polls and possibly win one of 20 Chevrolets or thousands of other prizes."
  • Chevrolet said it is the exclusive automotive advertiser for the Game Day livestream coverage for desktop and tablet computers. Visitors to, YouTube and Hulu may see one of several videos featuring "The Office" star Rainn Wilson encouraging them to watch Chevrolet's Super Bowl ads.
  • Chevrolet noted it is the exclusive automotive partner for the Facebook Super Bowl program and is partnering with Twitter and the NFL on Twitter's "Road to the #SuperBowl" and NFL Huddle site.

  • Chevrolet is the sponsor of the Super Bowl MVP trophy and will present the winner with a 2012 Chevrolet Corvette convertible.
To preview the Super Bowl Sunday ads from Chevrolet and other automakers, visit the "Planes, Trains and Automobiles" forum.
About the Author

Josh Cable | Former Senior Editor

Former Senior Editor Josh Cable covered innovation issues -- including trends and best practices in R&D, process improvement and product development. He also reported on the best practices of the most successful companies and executives in the world of transportation manufacturing, which encompasses the aerospace, automotive, rail and shipbuilding sectors. 

Josh also led the IndustryWeek Manufacturing Hall of Fame, IW’s annual tribute to the most influential executives and thought leaders in U.S. manufacturing history.

Before joining IndustryWeek, Josh was the editor-in-chief of Penton Media’s Government Product News and Government Procurement. He also was an award-winning beat reporter for several small newspapers in Northeast Ohio.

Josh received his BFA in creative writing from Bowling Green University, and continued his professional development through course-work at Ohio University and Cuyahoga Community College.

A lifelong resident of the Buckeye State, Josh currently lives in the Tremont neighborhood of Cleveland. When the weather cooperates, you’ll find him riding his bike to work, exercising his green thumb in the backyard or playing ultimate Frisbee.  

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