Posts Tagged ‘gm super bowl’

Buick Under Fire From UAW for Super Bowl Ad

Automaker shows two non-U.S.-made vehicles in Cam Newton/Miranda Kerr ad.

by on Feb.06, 2017

UAW's Cindy Estrada chastised General Motors for running a Super Bowl ad featuring two Buicks that are not made in the U.S.

General Motors is under fire after a tweet by a key United Auto Workers official, who knocked the company for showing off two “foreign-made” in a high-profile Super Bowl ad.

Cindy Estrada, UAW vice president in charge of the union’s GM department, tweeted, ”Can’t believe GM would feature foreign-made vehicles on all-American Super Bowl.”

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Estrada’s tweet came after Buick aired a Super Bowl ad starring NFL MVP Cam Newton and supermodel Miranda Kerr. The spot invites fans to “Experience the New Buick” by resetting expectations about the brand’s modern vehicles. (more…)

Chevy Back in the Game for Super Bowl XLVIII Ad-fest

Decision reverses controversial decision to sit out TV’s most-watched annual event.

by on Aug.23, 2013

Former GM marketing czar Joel Ewanick traded football for soccer before being ousted in July 2012.

Chevrolet will be back in the line-up when the teams take to the field in Super Bowl XLVIII, reversing a controversial 2012 decision to pull out of what is television’s most-watched annual event – and a program that millions of Americans watch as much for the commercials as for the football.

The decision is the latest reversal of a series of widely debated decisions made by General Motors’ former global marketing director Joel Ewanick prior to his ouster in July 2012.  GM has also decided to test out new opportunities on Facebook, another marketing outlet that Ewanick rejected before he was himself ousted due to a controversy involving costly marketing ties to European soccer.

“The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans,” said Tim Mahoney, who joined Chevrolet as its Global Chief Marketing Officer last February. “The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks.”

The Last Word!

According to Nielsen, last February’s broadcast of the championship game between the Baltimore Ravens and San Franicsco 49ers drew 108.7 million viewers – with over 1 billion more estimated to have watched the battle of titans worldwide. But that’s only one of the reasons why advertisers have traditionally raced to nab every open second of time during the broadcast.


Ewanick Reportedly Ousted for Hiding True Cost of Soccer Deal

Whistle-blower turned executive in.

by on Aug.08, 2012

Former GM marketing czar Joel Ewanick, shown with the Chevrolet Volt.

General Motors’ controversial marketing czar Joel Ewanick was brought down by a whistle-blower who revealed that the executive was trying to hide the true cost of a deal with the British soccer team Manchester United, according to a new report.

A one-time Hyundai exec who was brought in to shake up GM’s staid marketing system, Ewanick was a top lieutenant to the Detroit maker’s CEO Dan Akerson.  But the chief executive began the process of firing Ewanick for reasons the maker has yet to reveal.

Inside Information!

Intense, last-minute negotiations allowed the marketing chief to save face by claiming to have “voluntarily” resigned, on July 29th, but insiders quickly began to suggest that something more serious than just a poor showing in sales had led to his departure.


Ewanick Gone But GM Not Planning Major Changes in Ad Strategy – Yet

Maker will retain Commonwealth, Manchester United deals – but may soon return to Facebook.

by on Aug.01, 2012

Gone but not forgotten, as most of Joel Ewanick's controversial moves will stand -- for now.

While the precise reason for General Motors’ decision to oust global marketing czar Joel Ewanick remains unclear there is no question that the executive radically shook things up during his two-year tenure at GM headquarters in Detroit’s Renaissance Center.

Among other things Ewanick abandoned a network of ad agencies GM worked with – some for more than half a century – walked away from the Super Bowl and Facebook but also inked massive deals with two of Europe’s most storied soccer teams. The bigger question is whether Ewanick’s interim successor, Alan Batey, will reverse some of those key decisions.

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For the moment, a GM spokesman told, that isn’t going to happen.  In fact, the day after news began to leak out about Ewanick’s ouster GM confirmed it had upgraded its ties to Manchester United, arguably the most popular soccer club in the world.  Initially, its Chevrolet brand would have gotten banner presence but now it will place its name on the team’s players jerseys starting in 2014, a move guaranteeing all the more visibility during ManUnited’s wide TV coverage.


Update: What Sank GM Marketing Czar Ewanick?

Sources hint of “serious breaches.”

by on Jul.30, 2012

Former GM Global Marketing Chief Joel Ewanick gone after two years.

This story has been updated with more details on the apparent reasons for Joel Ewanick’s departure from General Motors.

Was it simply a matter of weak advertising and declining market share or was there something more sinister that sank Joel Ewanick, General Motors’ hard-charging global marketing czar?

In an unusual and unexpected move, GM issued a terse release announcing that the 52-year-old Ewanick would “voluntarily” resign from the post he took in May 2010 promising to be an agent of change shaking up the automaker’s traditionally staid approach to marketing.  In his two years on the job, Ewanick showed no mercy, abandoning long-time GM ad agencies and walking away from traditional marketing alliances but while there may be many who now are feeling a sense of schadenfreude, or joy at his misfortune, the big question is what happened.

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GM’s initial statement offered little to no clues and the automotive and marketing worlds were abuzz with questions related to the efficacy of the actions Ewanick has taken during his tenure, such as dropping long-time Chevrolet ad agency Campbell-Ewald, pulling GM out of the Super Bowl ad sweepstakes and aborting its ad deal with Facebook. But, a day after the news of his departure began leaking out, there are hints appearing of something more serious.

Insiders now suggest that Ewanick ran afoul of GM policy in terms of handling the finances of a massive partnership the maker recently negotiated with European soccer super-team Manchester United.

“He failed to meet the expectations the company has of its employees,” stated senior GM spokesman Greg Martin, declining to discuss specifics.


Marty’s Marketing Minutia: Hype, Hope and Hysteria

Score a big win for GM.

by on May.25, 2012

GM marketing czar Joel Ewanick, shown with the Chevrolet Volt.

Hooray for Joel Ewanick! He had a helluva week breaking molds, traditions and profligate spending while making new ad biz rules. He’s gone where few CMO’s have dared to go with the outlandish premise of getting a measurable return on every component of the corporation’s massive advertising budget.

Part 1 was killing GM’s Facebook ads, a media trip into the unknown that was not working: i.e., generating measureable interest or involvement. Feeling good is not a Metrix element of marketing. Results count, right?

Stay on Top!

Part 2 was the cancellation of three 30-second commercials on next year’s Super Bowl because they become too expensive. What a bizarre concept. GM not on the Super Bowl. OMG!

But the media buy of $11.4 million based on a price tag of $3.8 million apiece is chump change when one considers the other elements of the major expenses for a traditional Super Bowl package for Gargantuan Motors that could boost the bill by another $10 million or more.


GM Boycotting 2013 Super Bowl

Maker resists reported jump of up to $1 mil for 30-second spot.

by on May.18, 2012

GM marketing czar Joel Ewanick, shown with the Chevrolet Volt.

In the latest in a series of surprise moves, General Motors has decided to boycott next January’s Super Bowl advertising extravaganza in protest over a huge increase in advertiser rates.

The decision follows word that the maker will also pull its ads off Facebook, the social media site that is today on its way to what could be the largest IPO in U.S. history. But insiders say GM is weighing more heavily than ever the perceived payoff for its estimated $4.5 billion ad budget, backing out of purchases that might deliver a halo but relatively little in terms of actual results.

The Last Word!

“We continue to understand the value the Super Bowl provides,” said GM marketing spokesman Pat Morrissey, “but with the continued increase in price we just can’t justify it,” he said confirming a report in the Wall Street Journal itself attributed to the maker’s marketing czar Joel Ewanick.


Chrysler Puts “Imported From Detroit” Message on New Line of T-Shirts

But GM takes steps to co-opt rival’s ad tagline – along with VW’s hot “Darth Vader” campaign.

by on Feb.16, 2011

Chrysler has put the tagline of its popular Super Bowl ad on a new line of T-shirts.

Hoping to capitalize on the unexpectedly warm reception given its “Imported from Detroit” tagline, which anchored a Super Bowl commercial featuring rap star Eminim, Chrysler will let consumers help spread the message.

But it won’t be cheap, Chrysler planning to charge $29.95 for all-cotton T-shirts it will be selling on its Chrysler division website.  The shirts will feature the “imported” message superimposed over the brand’s recently redesigned winged-badge logo.

Notably, Chrysler says the T-shirts are being made in the U.S., though it’s not clear if the automaker has signed on with a vendor in the Motor City.  ( for TheChryslerCollection.)

Your All-Season News Source!

The “Imported from Detroit” message was the brief tag to an unusually long, 2-minute commercial aired shortly after the half-time break of the Super Bowl game, earlier this month.  Where makers typically try to use humor or pastoral scenes to help sell their products, Chrysler took aim at some of what a rival maker called the “myths” about the struggling carmaker.  These included shots of a beaten-down Motor City, as well as images of a town on the mend.

Rap start Eminem is shown driving through Motown in a Chrysler 200 sedan before parking at the restored Fox Theater, climbing onto the stage with a gospel choir and then turning to the camera to proclaim, “This is the Motor City, and this is what we do.”