Univ. Of Michigan Spurns Adidas For Nike Carli Lloyd Seeks Whole Foods Endorsement Eichel Creating Demand For Sabres Jerseys Delta To Lease Boeing 757sTo NBA Teams Marketplace Roundup Carli Lloyd Demand Spikes After WC Final Andy Murray Picky With Endorsements NBC Lands New Advertisers For Race Coverage Tennessee Unveils New Nike Uniforms New Balance Launches Global Campaign
SBD/Issue 245/Sponsorships, Advertising & Marketing
Automakers' Opinions Differ On Value Of Super Bowl Advertising
Published September 3, 2010
|Ford Marketer Indicates The Company Will Not
Advertise During February's Super Bowl XLV
Ford Group VP/Global Marketing, Sales & Service Jim Farley "seems intent for Ford to stay on the sidelines" next February for another Super Bowl, but GM VP/U.S. Marketing Joel Ewanick has "already signaled a different game plan," according to Dale Buss of BRANDCHANNEL.com. Farley contends that the Super Bowl has "faded in significance for auto advertisers." He said the Super Bowl "doesn't matter." Ford instead has been "scoring big points lately with online and social-media campaigns." A Ford spokesperson sought to clarify Farley's comments, saying, "One ad in the Super Bowl doesn’t guarantee that the brand will improve. The point that Jim was making was that we’re taking a more holistic approach to our communications strategy that goes beyond one Super Bowl ad." Rival automaker GM, however, will advertise in Super Bowl XLV after a two-year absence from the game, and Ewanick "plans to use the occasion as the big stage for his new branding campaign for Chevrolet." Ewanick indicated that he "wants to get Chevrolet back into the business of emotionally connecting with consumers, and still there may be no better way to do that than pulling off a bravura Super Bowl turn" (BRANDCHANNEL.com, 8/30). When asked if Ford plans to advertise during the Super Bowl, Farley said, "It really doesn't matter. Super Bowl doesn't matter" (AUTOMOTIVE NEWS, 8/30 issue).