General Motors is returning to the Super Bowl with two spots, though the company is "tight-lipped on the ad content and the talent to be featured in them," according to Jamie LaReau of the DETROIT FREE PRESS. Each spot is 60 seconds long and "will feature GM's electric-vehicle push." One of the ads is about the "GM corporate brand as part of GM's 'Everybody In' campaign," and the other "will feature GM's luxury brand, Cadillac, which GM has said plans to offer a nearly all-electric lineup" by '30. Cadillac's last Super Bowl ad was in '12. GM is "still finalizing when the spots will run" (DETROIT FREE PRESS, 1/28).
LIGHT TRAFFIC: AD AGE's E.J. Schultz noted GM is only the second automaker to publicly confirm its Super Bowl LV plans, following Toyota. Hyundai, Audi, BMW, Lexus, Porsche, Mercedes-Benz, Volkswagen and Ford are among the brands to have said that they have "no plans to run ads in the game." Kia and Jeep owner Stellantis (formerly Fiat Chrysler Automobiles) has "not commented" on its plans. So, barring any last-minute surprises, the auto category "seems set for an unusually low presence in the game." In Super Bowl LIV last year, six automakers "consumed a total of seven minutes and 30 seconds of airtime" (ADAGE.com, 1/27).
RESUME BUILDER: ADWEEK's Paul Hiebert noted online job site Indeed has "decided to run its first Super Bowl commercial." The 60-second spot, created by 72andSunny, L.A., "will appear during the first quarter." The ad, which "will feature real people looking for work," also will "highlight Indeed's range of services, from help with creating a resume to guidance for navigating an interview." Indeed VP/Global Brand Marketing Jennifer Warren said that while the company has talked about running an ad during the Super Bowl for a few years, this year "felt right because it's a 'very relevant time to get our message out.'" Hiebert noted Indeed "isn't the only job search platform getting in on the action." Fiverr, the online platform for freelancers, also plans to run its first Super Bowl spot (ADWEEK.com, 1/27).
SWEET SPOT: AD AGE's Jessica Wohl noted M&M's is going to have a 30-second in-game spot from BBDO, N.Y. The Mars Wrigley candy brand "unveiled a 15-second teaser" yesterday and has invited consumers to a "virtual preview" of the full 30-second spot on Feb. 3 via Zoom (ADAGE.com, 1/27).
