General Motors purchased two 60-second commercials for Super Bowl XLVIII on Sunday to showcase Chevrolet, marking the automaker's return to the biggest TV event a year after avoiding the game.
The first commercial promotes the heavy-duty version of the recently redesigned Chevrolet Silverado pickup. GM declined to provide details about the second commercial, though both will air on Fox during the first quarter.
"In an old-fashioned way, we're keeping that wrapped up until Super Bowl Sunday itself," said Tim Mahoney, chief marketing officer for Chevrolet.
GM is one of at least nine car or truck makers, one auto retailer and a car accessory company that bought time for this year's Super Bowl. Other auto-related advertisers include Audi, CarMax, Chrysler, Ford, Hyundai, Jaguar/Land Rover, Kia, Toyota, WeatherTech and Volkswagen.
Mahoney also said Chevy plans to air 11 commercials during the Winter Olympics, which start next week in Sochi, Russia. Chevy will heavily emphasize the Silverado, Cruze, Equinox, Malibu and Traverse during the Olympics.
Mahoney said he wants to target "head-turning, cultural moments that get a broad audience to reconsider what they know about Chevrolet."
The automaker skipped the Super Bowl last year, citing concerns over escalating costs. At about $4 million for 30 seconds this year -- in addition to undisclosed production costs -- the bill adds up quickly. In 2012, GM bought five commercials during the game.
Mahoney, who joined GM after the decision to avoid last year's Super Bowl, said Chevy now has a strong product lineup to make it worth the purchase.
The Silverado commercial shows a stud bull finding romance to the tune of Hot Chocolate's "You Sexy Thing."
"We have a hit from this spot," Mahoney said.
Chevy plans to market the commercial aggressively online in the days leading up to the Super Bowl, including a home page takeover Thursday on Google's YouTube.
Dozens of GM social media experts will monitor real-time reaction to the commercials during the game. GM also plans to air two 30-second commercials during the Fox post-game show.
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