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Automakers Kick Off New Campaigns in Super Bowl Ads

By Joe Benton
ConsumerAffairs.com

January 31, 2007

• NFL Sacks Local Cinema from Showing Super Bowl • Super Bowl Ticket Scams Flourish --- 2007 • Super Bowl Boosts TV Sales • Automakers Kick Off New Campaigns in Super Bowl Ads • Super Bowl Attracts Super Scams

Consumers will face a big day of television commercials from automakers during the big game. Here is some of what you can look for with CBS charging as much as $2.6 million for 30 seconds of ad time.

General Motors Corp. plans to use the event as the kick-off for the next phase of its "100,000 Mile Warranty" campaign and has produced a commercial starring a small robot that is part of a GM assembly line. The robot is banished from the GM plant following the mistake of dropping a screw that shuts down the assembly line.

The robotic anguish is intended to remind consumers that every 2007 GM car and light-duty truck is covered by a 100,000 mile/five-year powertrain warranty.

GM also plans 60-second commercials for the Chevrolet car lineup which the automaker considers to be one of its most important products of the year.

GM also bought time for a 30-second spot to advertise the Chevrolet HHR. The commercial is the result of the winning entry in a create-an-ad contest Chevrolet sponsored among college students.

Cadillac will appear in three 30-second spots in this year's post-game telecast.

Over at Kia, advertising agencies are inventing some language to show off the Kia Rondo crossover. they have come up with giddyupidness for horsepower, cabinocity for interior room and steerology for handling, among others.

Not to be left behind, Honda and Toyota plan big game moves too. Honda plans to run two 30-second commercials during the game's fourth quarter. The first commercial will promote the fuel efficiency of Honda and the second is a blatant appeal to baby boomers. A Honda spokesman said the second spot is known inside the company as "Elvis" and features a CR-V dancing to Elvis Presley's song "Burning Love."

Toyota will advertise the new Toyota Tundra during the Super Bowl. The redesigned full-sized pickup goes on sale next month.

Ford will advertise the 2008 Super Duty pickup during the pre-game show and Nissan plans to run commercials spots in selected markets during the game broadcast. The Chrysler group has no plans to advertise during the game.

More than 90 millions people will watch the Super Bowl in the U.S. alone.

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