Bloomberg News

GM Plans Return to Super Bowl With Ads After Skipping a Year

August 23, 2013

General Motors Co. (GM:US), which opted against advertising during the Super Bowl this year, will return to marketing the Chevrolet brand during the National Football League’s championship game in February.

The automaker is planning a new Super Bowl ad push on Fox, which will air the game, as it introduces 18 new or refreshed vehicles this year, including 13 Chevrolets.

“The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans,” Tim Mahoney, Chevrolet global chief marketing officer, said in an e-mailed statement today. “The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks.”

GM’s return to the Super Bowl marks another reversal of advertising strategy created under ousted former Chief Marketing Officer Joel Ewanick. The executive, who left the Detroit-based automaker in July 2012, had also eschewed advertising on Facebook, the world’s most popular social-networking website.

Ewanick was ousted over the cost of a sponsorship deal with the Manchester United soccer team, people familiar with the move said at the time. Once he was gone, GM began undoing many of his decisions, including advertising during the Super Bowl pre-game programming this year and announcing in April a return to paid Facebook ads, using the social network’s mobile applications and website.

-- Editors: Niamh Ring, James Callan

To contact the reporters on this story: Tim Higgins in Southfield, Michigan, at thiggins21@bloomberg.net;

To contact the editors responsible for this story: Jamie Butters at jbutters@bloomberg.net;


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