Suped Up: Big Game Plans For GM, Audi, Toyota
GM is "cutting back on its in-game advertising" for Super Bowl XLII on February 3 on Fox, compared to last year on CBS, but it "will add some pre-game spots" for its Chevrolet brand, according to a company source cited by Steve McClellan of BRANDWEEK. The source indicated that the "cutback was prompted by a lack of new-product launches timed to the '08 game." GM will air one 60-second spot for Chevrolet in the game's second quarter, as opposed to two 60-second spots and one 30-second spot last year. Chevrolet "will place eight spots in Fox's pre-game show," and Cadillac will have three 30-second units during Fox' post-game coverage, the same as last season (BRANDWEEK.com, 12/5).
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Audi To Tease Super Bowl Spot
On Web Sites Like AudiWorld.com |
WELCOME BACK: BRANDWEEK's Beirne & Miller reported Audi will advertise during the Super Bowl "after a 20-year absence from the game," and Toyota, which advertised in '07, will also return. Audi of America CMO Scott Keogh said that the company will air a 60-second spot in the first quarter, via Venables Bell & Partners, S.F., to promote its $109,000 R8 roadster. The Super Bowl will be the ad's only broadcast TV airing. However, "there will be teaser spots available online prior [to the game] at AudiWorld.com and third-party sites, filled with subliminal messages and innuendo that Keogh hopes will prompt repeated viewings as consumers attempt to decode the secret meanings." Toyota did not reveal which car model it will feature (BRANDWEEK.com, 12/6).
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