Fiat Chrysler plans three ads during Super Bowl – Detroit Free Press
Fiat Chrysler Automobiles, famous for its Super Bowl ads starring Eminem, Clint Eastwood, Paul Harvey and others, will again air ads during the big game.
The company confirmed today that it would have three spots during Sunday night’s battle between the Atlanta Falcons and the New England Patriots.
The company did not reveal details about the ads, but it did say the first spot would air during the second quarter, the second spot would air in the third quarter and the third spot will air during the fourth quarter.
This year, 30-second Super Bowl ads are selling, on average, for $5 million, according to multiple media reports, but can cost less for companies that advertise later in the game or buy multiple spots. That said, Fiat Chrysler, known for commercials that last 60 seconds or longer, is spending several million dollars again this year.
This year, Fiat Chrysler is on the verge of launching its all-new 2017 Jeep Compass, which is expected to be on sale by spring. The automaker also is enjoying growing sales of its Chrysler Pacifica minivan. It would make sense for the automaker to air Super Bowl ads featuring either of those products.
Kantar Media, an advertising and market research company, calculated in 2015 that the automaker had spent $89.5 million on Super Bowl commercials, not including production costs, since 2011.
Fiat Chrysler is not the first automaker to announce plans for this year’s Super Bowl. As an industry, automakers are typically among the biggest spenders. At least seven other major automotive brands plan to air commercials during the game. They include Audi, Buick, Ford, Honda, Hyundai, Lexus and Kia.
Buick earlier announced an ad with Carolina Panthers quarterback Cam Newton and Australian supermodel Miranda Kerr in an ad aimed at convincing customers that the brand’s cars and crossovers are surprisingly good-looking.
The 60-second ad debuted this week during a CBS special titled “Super Bowl’s Greatest Commercials” and is to air during the first quarter of Super Bowl LI.
Here’s a recap of some of FCA’s previous efforts:
2011: “Born of Fire” created by Wieden+Kennedy
Chrysler shocked the nation with the first two-minute Super Bowl commercial that shows Eminem driving a Chrysler 200 through Detroit and casts the automaker and the city as rising from the ashes. The ad ends with Eminem getting out of the car and walking into the Fox Theatre as a gospel choir sings Eminem’s “Lose Yourself.”
“This is the Motor City, and this is what we do,” Eminem says as the commercial ends. This commercial has been shown only once on television.
2012: “It’s Halftime in America” created with Wieden+Kennedy
This ad, which was shown during halftime, continued the story of Chrysler’s turnaround and portrayed the automaker as a symbol of America’s ability to survive and recover from the Great Recession.
“All that matters now is what’s ahead. How do we come from behind. How do we come together,” Clint Eastwood said in a raspy voice as he walked in a dark, shadowy backdrop.
2013: “Farmer” and “Whole Again”
One of the most viewed ads from 2013’s Super Bowl was a two-minute ad developed by the Richards Group that replayed legendary radio host Paul Harvey’s poem “So God Made a Farmer,” while beautiful still photos of farmers, farming landscapes and Ram trucks rolled across the screen.
“Whole Again” was a heartfelt letter, read by Oprah Winfrey, from the Jeep brand and the American people thanking members of the U.S. military for serving in the six branches of the armed forces.
“We wait. We hope. We pray. Until you are home again,” Winfrey says in this ad, created with Global Hue.
2014: “America’s Import,” “Restlessness” and “Strike”
In “America’s Import,” created with Global Hue, marketing chief Olivier Francois again showed off his knack for convincing some of the most difficult music stars and actors to endorse products when he landed legendary folk singer Bob Dylan.
Dylan explained to America that “when it’s made here, it’s made with the one thing you can’t import from anywhere else — American pride.”
Jeep implored Americans to “Go. Run. Act. Find. Dare.” in “Restlessness,” an ad created with the Richards Group.
In “Strike,” created with Wieden+Kennedy, Maserati took a shot at luxury competitors BMW and Mercedes-Benz without naming them and said Maserati is ready to “walk out of the shadows … and strike.”
Last year, Fiat Chrysler spotlighted Jeep’s rich heritage in a 60-second commercial called “Portraits,” as the iconic SUV brand celebrated its 75th anniversary.
With the tagline “We don’t make Jeep, you do,” the ad includes more than 60 carefully selected images from around the world, including famous celebrities such as Marilyn Monroe, Jeff Goldblum, B.B. King and Aretha Franklin, along with photos of historic Jeep models.
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