Chrysler returns to the super bowl?

ssdd · 01-15-2010, 10:15 AM

http://www.adweek.com/aw/content_dis...=310&width=600

so a 30 sec spot is 2.5 million, that means the 60 will be 5 million...for one spot? that's ridiculous ...

SHACOS · 01-15-2010, 11:16 AM

I wonder what that translates to in dealership jobs?

possum · 01-15-2010, 11:19 AM

With one minute to spend, at $5M, what do you even push?

I guess it has to be the Ram 1500, but its already everywhere. Maybe its the stage for political prisoners?

possum · 01-15-2010, 11:41 AM

I read in another Forum, it will be the Dodge Charger.

Txflyer · 01-15-2010, 12:31 PM

Maybe they're bringing back Hemi-guy?

XDCX · 01-17-2010, 09:53 PM

Quote:

Originally Posted by possum

I read in another Forum, it will be the Dodge Charger.

A report from CNN/Money also indicates the 60 second spot is going to promote the Dodge Charger. For the full report - click here

I agree that airing the commercial is risky - Chrysler will be the only U.S. OEM with a commercial on the Super Bowl.

I'd be more supportive of the idea if the commercial was going to be like one of the old Iacocca commercials where he spoke about Chrysler's resurgence. To spend 60 seconds advertising a car that's virtually unchanged for the last six years seems odd.

Ralph · 01-18-2010, 02:34 AM

One commercial during the superbowl does seem a bit risky. On top of the 5 million, there's the production costs as well. Until we see it, it's all conjecture at this point, but an ad for a car like the Charger, better be memorable. Unfortunately I'm picturing a typical ad that will have us all pulling our hair out.

To take their side, they have to do something, things are still very dodgy out here. At least they're thinking, though I hope they're thinking correctly. Certainly if I were them, I'd do a 60 second spot on the company. I don't think the issue is people knowing about the Charger or the Avenger or the Patriot, the fears and reservations of the general public is that Chrysler itself is going away. I would think that the message would have to be,

"Hey this is why you should give Chrysler products and dealerships a shot at your business. We're here to stay and we care about the American public."

Another "car" ad, even a catchy one, only targets a certain audience. The super bowl has a gigantic audience, made up of women, kids, grandmas...and the message should, in my opinion, target the entire audience. Only a tiny part of the viewing public would be in the market for an aging performance 4 door sedan from a company swimming in taxpayer money, owned by the government and the unions, run by a foreign company with an disreputable heritage, and seen as one that probably won't be around when this tiny target audience needs to get any warranty work.

Instill confidence in the company, when you have the expensive chance, not a vehicle that makes up about 2% of the sales. My opinion only.

Ralph · 01-18-2010, 02:38 AM

http://www.aurorasentinel.com/articl...b057116039.txt

Kinda says it all I think.

dodgequality · 01-18-2010, 04:04 AM

http://www.dailyfinance.com/story/co...wl-x/19318927/

Some strategies for Super Bowl ads.
How about lighting a fart in a Nitro?

XDCX · 01-18-2010, 10:07 AM

Quote:

Originally Posted by Ralph

http://www.aurorasentinel.com/articl...b057116039.txt

Kinda says it all I think.

I saw that last night but couldn't get past the fact the author didn't know the difference between a Dodge Charger and a Challenger.

XDCX · 01-18-2010, 10:13 AM

Quote:

Originally Posted by dodgequality

http://www.dailyfinance.com/story/co...wl-x/19318927/

Some strategies for Super Bowl ads.
How about lighting a fart in a Nitro?

It was interesting to read the cost of a Super Bowl ad actually has fallen from last year's level and that Pepsi will not participate this year.

Concerning Chrysler, I'm on the fence. While I think there's some risk involved I also acknowledge there's a need to get their message out to the public. Ultimately, the quality of the ad will determine if it was a good decision. Hopefully they'll get it right....

Txflyer · 01-18-2010, 12:16 PM

Quote:

Originally Posted by XDCX

Ultimately, the quality of the ad will determine if it was a good decision. Hopefully they'll get it right....

I think you hit the nail on the head. A great and memorable ad could be a wonderful opportunity. A lackluster or stupid ad will just be another expensive face-palm moment.

XDCX · 01-18-2010, 01:55 PM

Here's my idea for Chrysler's Super Bowl commercial:

The Chrysler Assurance Plan - If we go broke your car is FREE

Can you imagine the media coverage that would generate - it would be the most talked about Super Bowl commercial since Apple launched the Mac.

Granted, it may not be the best message to build your brand, but it does address one of the biggest reasons people cite for not shopping a Chrysler vehicle.

(For the record, I'm not serious but I do think Chrysler needs to show they're a strong vibrant company that won't be headed back to bankruptcy.)

s32741bb · 01-18-2010, 02:33 PM

I would rather them spend that kind of money on an ad and maybe have about 4/6 ads in the play off games,which are sometimes better games than Super Bowl game or maybe 1 ad in each play off game and use the rest on some other venue like GM. GM seems to be on everything now (even more than Ford)???

XDCX · 01-20-2010, 02:35 PM

If you've followed this forum for long you'll know I tend to agree with much of what's written by Peter DeLorenzo on his AutoExtremist website.

Here's what he had to say about Chrysler's decision to run a commercial on the Super Bowl:

"Chrysler is going to appear on this year's Super Bowl broadcast with new work for Dodge from its new ad agency, Wieden+Kennedy, in Portland, Oregon. I applaud this move simply for the fact that Dodge has been so far off of consumer radar screens and for so long now that the Auburn Hills bunch has to do something to move the needle. I even had to defend the idea of Dodge being on the Super Bowl in a national television appearance on Monday against people who believe it's a waste of taxpayers money. No, it would be a waste of taxpayers money if Chrysler-Dodge didn't do anything to drive traffic to its dealers. As I've said repeatedly, Chrysler's survival hinges on its performance over the next 24 months, long before any of the Fiat-orchestrated models hit showrooms here. So they're going to need all the help they can get in the meantime. Is a Super Bowl ad for an automaker a crap shoot? Oh, hell yes. There is nothing worse than a car spot that blends into the woodwork on our national marketing holiday, the "Oscars" for the ad world. So if Wieden+Kennedy doesn't deliver something great on Super Bowl Sunday, I'll be the first to hammer them. But at this point, they've got to at least step up to the plate and give it a shot. - PMD"

Once again, we're on the same page - he's saying the exact same we've been saying.

01-15-2010, 10:15 AM	#1
ssdd Senior Member Join Date: Feb 2008 Posts: 854	Chrysler returns to the super bowl? http://www.adweek.com/aw/content_dis...=310&width=600 so a 30 sec spot is 2.5 million, that means the 60 will be 5 million...for one spot? that's ridiculous ...

01-18-2010, 01:55 PM	#13
XDCX Administrator Join Date: Nov 2007 Posts: 7,875	If we go broke, your car is FREE... Here's my idea for Chrysler's Super Bowl commercial: The Chrysler Assurance Plan - If we go broke your car is FREE Can you imagine the media coverage that would generate - it would be the most talked about Super Bowl commercial since Apple launched the Mac. Granted, it may not be the best message to build your brand, but it does address one of the biggest reasons people cite for not shopping a Chrysler vehicle. (For the record, I'm not serious but I do think Chrysler needs to show they're a strong vibrant company that won't be headed back to bankruptcy.)

01-20-2010, 02:35 PM	#15
XDCX Administrator Join Date: Nov 2007 Posts: 7,875	AutoExtremist weighs in.... If you've followed this forum for long you'll know I tend to agree with much of what's written by Peter DeLorenzo on his AutoExtremist website. Here's what he had to say about Chrysler's decision to run a commercial on the Super Bowl: "Chrysler is going to appear on this year's Super Bowl broadcast with new work for Dodge from its new ad agency, Wieden+Kennedy, in Portland, Oregon. I applaud this move simply for the fact that Dodge has been so far off of consumer radar screens and for so long now that the Auburn Hills bunch has to do something to move the needle. I even had to defend the idea of Dodge being on the Super Bowl in a national television appearance on Monday against people who believe it's a waste of taxpayers money. No, it would be a waste of taxpayers money if Chrysler-Dodge didn't do anything to drive traffic to its dealers. As I've said repeatedly, Chrysler's survival hinges on its performance over the next 24 months, long before any of the Fiat-orchestrated models hit showrooms here. So they're going to need all the help they can get in the meantime. Is a Super Bowl ad for an automaker a crap shoot? Oh, hell yes. There is nothing worse than a car spot that blends into the woodwork on our national marketing holiday, the "Oscars" for the ad world. So if Wieden+Kennedy doesn't deliver something great on Super Bowl Sunday, I'll be the first to hammer them. But at this point, they've got to at least step up to the plate and give it a shot. - PMD" Once again, we're on the same page - he's saying the exact same we've been saying.

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01-15-2010, 11:16 AM	#2
SHACOS Super Moderator Join Date: Jan 2008 Posts: 720	I wonder what that translates to in dealership jobs?

01-15-2010, 11:19 AM	#3
possum Senior Member Join Date: Jan 2009 Posts: 776	With one minute to spend, at $5M, what do you even push? I guess it has to be the Ram 1500, but its already everywhere. Maybe its the stage for political prisoners?

01-15-2010, 11:41 AM	#4
possum Senior Member Join Date: Jan 2009 Posts: 776	I read in another Forum, it will be the Dodge Charger.

01-15-2010, 12:31 PM	#5
Txflyer Senior Member Join Date: Jan 2009 Posts: 729	Maybe they're bringing back Hemi-guy?

01-18-2010, 02:34 AM	#7
Ralph Senior Member Join Date: Nov 2009 Posts: 580	One commercial during the superbowl does seem a bit risky. On top of the 5 million, there's the production costs as well. Until we see it, it's all conjecture at this point, but an ad for a car like the Charger, better be memorable. Unfortunately I'm picturing a typical ad that will have us all pulling our hair out. To take their side, they have to do something, things are still very dodgy out here. At least they're thinking, though I hope they're thinking correctly. Certainly if I were them, I'd do a 60 second spot on the company. I don't think the issue is people knowing about the Charger or the Avenger or the Patriot, the fears and reservations of the general public is that Chrysler itself is going away. I would think that the message would have to be, "Hey this is why you should give Chrysler products and dealerships a shot at your business. We're here to stay and we care about the American public." Another "car" ad, even a catchy one, only targets a certain audience. The super bowl has a gigantic audience, made up of women, kids, grandmas...and the message should, in my opinion, target the entire audience. Only a tiny part of the viewing public would be in the market for an aging performance 4 door sedan from a company swimming in taxpayer money, owned by the government and the unions, run by a foreign company with an disreputable heritage, and seen as one that probably won't be around when this tiny target audience needs to get any warranty work. Instill confidence in the company, when you have the expensive chance, not a vehicle that makes up about 2% of the sales. My opinion only.

01-18-2010, 02:38 AM	#8
Ralph Senior Member Join Date: Nov 2009 Posts: 580	http://www.aurorasentinel.com/articl...b057116039.txt Kinda says it all I think.

01-18-2010, 04:04 AM	#9
dodgequality Senior Member Join Date: Feb 2008 Posts: 313	http://www.dailyfinance.com/story/co...wl-x/19318927/ Some strategies for Super Bowl ads. How about lighting a fart in a Nitro?

01-18-2010, 02:33 PM	#14
s32741bb Senior Member Join Date: Jul 2008 Posts: 109	I would rather them spend that kind of money on an ad and maybe have about 4/6 ads in the play off games,which are sometimes better games than Super Bowl game or maybe 1 ad in each play off game and use the rest on some other venue like GM. GM seems to be on everything now (even more than Ford)???