The U.S. auto industry is finally advertising during the Super Bowl again. Last week, Chrysler announced it has purchased a spot for Dodge.
This is quite a change. In 2009, the U.S. auto industry was absent entirely from the Super Bowl. In the prior two years, the industry had a minimal presence. Foreign automakers, however, continued to invest. Indeed, last year Hyundai used the Super Bowl to kick off a remarkably successful year for the brand.
It is hard to see how the U.S. auto industry can give up on the biggest marketing event of the year and still maintain sales momentum. We should give Chrysler a big cheer for stepping forward and investing in the Dodge brand.
It is simply astonishing to see that some people are attacking Chrysler for making the investment. Ad Age is running an article today reporting that many folks are angry about Chrysler’s decision.
The comments on the article are fascinating to read.
The attacks on Chrysler make no sense to me. The company has to sell some cars, and quickly. And cars don’t sell themselves. The only way to get people excited about the Dodge brand is to tell people about it, and the Super Bowl is a fine place to do that.
Still, Chrysler’s predicament highlights the challenge of Super Bowl advertising. When you buy a spot on the game, you step into the spotlight, and being in the spotlight invites attention and scrutiny.
The challenge for Chrysler is to use the investment wisely, so all the attention ends up building the brand.
– Tim Calkins