GM is only the second automaker to publicly confirm its Super Bowl plans, following Toyota. Hyundai, Audi, BMW, Lexus, Porsche, Mercedes-Benz, Volkswagen and Ford are among the brands that have said they have no plans to run ads in the game. Kia and Jeep owner Stellantis (formerly Fiat Chrysler Automobiles) have not commented on their plans. (Online auto retailer Vroom is also running an ad, which it released on Jan. 12.)
But barring any last-minute surprises, the auto category seems set for an unusually low presence in the game. In the 2020 Super Bowl, six automakers consumed a total of seven minutes and 30 seconds of airtime, spending an estimated $77 million on media buys—more than any other category, according to Kantar. The category’s recent high-water mark came in 2018, when 11 auto brands ran ads.
Citing COVID, Wahl acknowledged that “this has been a more challenging year to actually produce new content.” GM, she said, shot its Super Bowl ads in greater Los Angeles and was fortunate to finish the shoots prior to early January, when the rising COVID caseload in Los Angeles promoted industry warnings about continuing ad shoots. “We were talking to other brands to understand how everyone is and how they are doing on content, and I know it was a scramble for many,” Wahl says.
During its ad shoots, GM mandated daily COVID testing, minimized the number of people on set and was “relentless about masks and distancing,” Wahl says. “Everything was done to protect the talent, protect the teams that were working on it, [and] keep everyone either separated physically or virtually,” she says.
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January 28, 2021 at 01:00AM
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General Motors to run two Super Bowl ads pushing electric vehicles - AdAge.com
"Electric" - Google News
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