The automaker will air five Chevrolet commercials during the Feb. 6 game on Fox, the company said Monday, along with two ads in the pregame show and one in the post-game show, which it also is sponsoring. GM also plans a tie-in with Fox's post-Super Bowl "Glee" episode and will give a Camaro to the game's most valuable player.
GM wouldn't say what it is spending on the blitz. But with commercial time averaging about $3 million for 30 seconds, it's a multimillion-dollar investment for a company that has sat out the game for two years as it reorganized and emerged from a government-led bankruptcy.
The ads bear the tagline "Chevy Runs Deep," introduced during the World Series last year. In one ad, a seemingly mundane car dealership ad is disrupted when a Camaro suddenly morphs into the Bumblebee character from the "Transformers" movies.
In another, people in a retirement home discuss a Chevrolet Cruze ad they are watching on TV. A third spot shows a woman driving a Camaro through action-movie sequences, while two people talk about the action in a voiceover as though they were coming up with a movie.
In the fourth ad, a Silverado acts like Lassie, helping a boy's parents rescue him from increasingly bizarre scenarios.
The fifth ad shows world-changing inventions powered by electricity, including the light bulb and computer, ending with Chevrolet's electric car, the Volt.