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http://money.cnn.com/2010/01/14/news...x.htm?hpt=Sbin

Chrysler buys 60-second Super Bowl ad
By Aaron Smith, CNNMoney.com staff writerJanuary 14, 2010: 5:29 PM ET


NEW YORK (CNNMoney.com) -- Chrysler will be the only U.S. automaker to advertise in this year's Super Bowl, forking over millions of dollars to restore its image following its bankruptcy and the federal bailout that followed.

"What better way to illustrate to our customers that we are still here than to air on the Super Bowl, which is not only watched for the game, but also for the advertising spots," said Chrysler spokeswoman Dianna C. Gutierrez.

She said that Chrysler will advertise its Dodge Charger in a 60-second commercial that will showcase "the passion of Dodge."

A 60-second spot is the longest and the most expensive ad available during the Super Bowl. The 30-second spots are more common, and are selling for about $3 million each according to Dana McClintock a spokesman for CBS, which is airing this year's Super Bowl. It isn't clear exactly how much Chrysler is paying, but CBS said on Thursday that it was close to selling out.

Chrysler has been struggling for some time. The automaker was rescued by a $7 billion bailout from the U.S. government, and then sold a minority stake to Italian automaker Fiat.

"My guess is that Chrysler wants to take the opportunity to talk to the American people and say, 'We're here, we're a long term player, and we have a good product,'" said Jim Cain, marketing executive with the Quell Group, a brand communications firm based in Troy, Mich.

Viewers won't hear anything from the rest of the Big Three during the big game either; both Ford Motor (F, Fortune 500) and General Motors have said they're skipping it this year.
0:00 /4:09Fiat CEO on Chrysler's payback

GM, which received a $50 billion government bailout, won't advertise during the game because the company doesn't have any new cars launching, according to spokeswoman Ryndee Carney.

"We don't have anything new to talk about," she said, noting that GM did not advertise in the 2009 game, either.

Quell's Jim Cain speculated that Ford and GM bowed out of the year's biggest Bowl game because the ads are so expensive.

"It's a lot of resources to put towards one 30 or 60 second spot on one night when you have to advertise for the rest of the year," he said.

"The Super Bowl is a very crowded game," he said. "It's a very competitive advertisement arena and you're one fish in a very large ocean."

Still, Chrysler is probably hoping to tap into the massive audience that goes along with all of that. Last year's ratings were a record high, with 98.7 million people tuning in to watch the Pittsburgh Steelers beat the Arizona Cardinals.

CBS identified several foreign automakers that will also be advertising in the 2010 Super Bowl, including Honda, Hyundai, Kia, Audi and Volkswagen.

The 43rd Super Bowl will be played Feb. 7 at Dolphin Stadium in Miami Gardens, Fla.

UberNoob

what better way to show off your stupidity than to spend the money you dont have on something that you shouldnt do

60 sec spot is not going to change its image
a true change in its quality of vehicles will change its image

hope they learn from Ford

LiCelsior

iTrader: (32)

this spot might bankrupt them.

rominl

iTrader: (4)

sweet, so there are going to be 60 secs in this year's superbowl that i can take a bathroom break?

LIMS407

hahaha good one

Trexus

Good luck to Chrysler...

(Cj)

wow this is downright robbery of taxpayer money.

P Weezy

iTrader: (1)

hahahaha!! I literally spit out my drink laughing so hard over this comment

But that was a very idiotic move on Chrysler's part...i wonder if sells will rise as a result...

TripleL

LOL that's too funny

Maybe they have such an awesome commercial in store that they know will cause so much conversation after the game that they will reep the benefit of the money they are spending in 60 secs. Maybe! or not

mmarshall

A 60-second Super Bowl slot?
There went half of the bailout money right there.

mmarshall

Come on, Henry. I know some of their vehicles are junk, but you don't have to resort to that.

Jetfire

iTrader: (3)

hahaha. good old Chrysler...they never learn. history repeats itself again with Chrysler and poor spending.

Och

iTrader: (3)

Look at the bright side... the more money they waste, the sooner they are going to be out of money again, and hopefully out of their misery.

SC_coupe

First they bring a Lancia Delta to NAIAS wearing Chrysler badges thinking it's a good move and now they're spending massive amounts on a Superbowl spot? Not a good use of the bailout money...

Couldn't agree with UberNoob more, hope these guys learn from Ford.

Faymester

You can only hope that it's one damn good commercial because every American watching it is going to be thinking 'I paid for that'.