Fiat Chrysler to air 2 Super Bowl commercials – USA TODAY
Fiat Chrysler Automobiles said Thursday it’s returning to the Super Bowl for the seventh consecutive year, with two new commercials.
The automaker, which has become known for some of the most memorable Super Bowl ads in recent years, said its ads will debut after the half-time performance and at the beginning of the fourth quarter.
Fiat Chrysler, unlike most automakers, typically refuses to say which brand or vehicles will be in its ads until they air, and this year is no different. The company also declined to say how long each ad would be.
However, Fiat Chrysler Chief Marking Officer Olivier Francois did rule out one vehicle when he spoke to the Free Press last month — the new Chrysler Pacifica Minivan. The Pacifica will be the biggest product launch for the automaker this year, but it will not go on sale until April, which Francois said is too late for a Super Bowl ad.
“You would have a huge audience, but at the same time, you need to have a product on the market, otherwise you waste your opportunities,” he said.
For more than a year, Fiat Chrysler’s sales have been driven by the popularity of its Jeep and Ram brands. Meanwhile, the automaker announced last week that it plans to discontinue its Chrysler 200 sedan and Dodge Dart passenger cars or find another automaker for those cars, making an ad for them unlikely.
Another intriguing possibility would be to air an ad for the Alfa Romeo Giulia, a sedan that goes on sale later this year and is intended to herald the true return of that brand in the U.S. But there again, the Guilia’s arrival won’t occur for several months.
Typically, Fiat Chrysler likes to debut commercials that are 60 seconds or longer during the Super Bowl. In 2011, Fiat Chrysler made history with a two-minute ad called “Born of Fire” that was filmed in Detroit and ended with Eminem getting out of a Chrysler and walking into the Fox Theatre as a gospel choir sang Eminem’s “Lose Yourself.”
Over the past 10 years, Fiat Chrysler has spent more money on Super Bowl ads than all but two other companies, according to market research firm Kantar Media.
The Auburn Hills, Mich. automaker has spent an estimated $139.9 million since 2010, said Kantar’s Jon Swallen, putting it just behind $172 million spent by Pepsico and $278 million spent by Anheuser-Busch InBev.
This year, companies are spending an estimated $5 million for each 30-second spot in Super Bowl 50. Fiat Chrysler will be among at least nine automotive brands that will vie for attention from the more than 115 million people who are likely to be watching.
Automotive brands that plan to air at least one ad include Acura, Audi, Buick, Honda, Hyundai, Kia, Mini and Toyota.
In recent years, Fiat Chrysler’s commercials have ranked among the most viewed, discussed and parodied. In addition to Eminem, Fiat Chrysler’s ads have included music stars and celebrities ranging from Bob Dylan to Clint Eastwood and Oprah Winfrey.