Branding the World of Sports

Government dollars being spent for Superbowl commercial

Posted by ZA on January 18, 2010

A good article from AdAge on the dilemma faced by America car makers, who were bailed out by the US government, when trying to decide whether to advertise in the Superbowl.  Ford and General Motors are sitting out again, but Chrysler has bought a commercial in the 2010 Superbowl.  That decision by Chrysler has brought some criticism by people who think they are wasting taxpayer money by shelling out $3 million for 30 seconds of air time.

It’s a bold move by Chrysler, and the right move for them to get the attention of their core market for their Dodge Charger.  The ultimate success will be determined by whether they are able to sell cars as a result of the Superbowl commercial.  So there is a lot riding on the creative for this Superbowl spot.  But more importantly, there will be a lot riding on whether Chrysler developed a great car.  The best advertising in the World, to the biggest audience (the Superbowl) won’t matter if the car sucks.

The controversy will die quickly if they hit their mark with the spot and sell a lot of cars as a result of it.  The lesson here: don’t count on other people to bail you out and then you never have to worry about asking them for permission.

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