GM Stakes Millions on Super Bowl Ad Blitz

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An estimated television audience of more than 100 million viewers are expected to watch the Super Bowl this Sunday, Feb. 6.

The season-ending annual game to decide the best team in professional football features the exciting matchup between two iconic franchises, the Green Bay Packers and the Pittsburgh Steelers.

The Fox television network, who owns the broadcast rights, is charging its clients an estimated price of nearly $3 million for each 30-second commercial during the game.

General Motors is one company that plans to use the Super Bowl as a multi-million dollar opportunity to advertise its products to the large television audience. The company has sat out the game for two years as it reorganized and emerged from a government-led bankruptcy.

The five scheduled ads all bearing the tagline "Chevy Runs Deep" are humorous, but General Motors Global Chief Marketing Officer Joel Ewanick said the company tried hard to keep the humor from overshadowing the message.

"We have an enormous responsibility and opportunity to reintroduce Chevrolet in an engaging and interesting way," he said.

Ewanick said GM plans to release the ads beginning Friday to Facebook fans of its cars. The commercials were created by Goodby, Silverstein & Partners in San Francisco.

GM last advertised during the Super Bowl in 2008, before the auto industry was brought to its knees by the recession.

General Motors historically had been one of the heaviest advertisers in the game. Between 2001 and 2010 it was the fourth largest Super Bowl advertiser, spending $61.1 million, according to Kantar Media.

At least nine automakers are airing commercials during the Super Bowl this year, with Ford Motor Co. being the most notable absence.

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