Fiat Chrysler plans 3 Super Bowl ads

LOS ANGELES -- Fiat Chrysler Automobiles said today it will broadcast three commercials during the Super Bowl on Sunday.

The spots will run in the first commercial break of the first quarter, during halftime and during the final commercial break of the third quarter. A Chrysler spokeswoman declined to elaborate.

The spots come after three years of memorable spots featuring Eminem, Clint Eastwood and radio personality Paul Harvey and give Chrysler more commercials during the game than any other automaker. General Motors and Hyundai will have two spots each, while Jaguar, Kia, Audi, Volkswagen and Toyota all have one spot planned for the game.

In typical fashion, Chrysler remained quiet about its Super Bowl plans in the lead-up to the game, while other brands released teaser ads and full commercials online this week.

On Tuesday, Billboard magazine reported that singer-songwriter Bob Dylan would star in a Chrysler ad during the Super Bowl.

Though auto industry and ad-watchers alike expected the company to advertise during the Super Bowl, the first official word that Chrysler would have an ad during the game didn't come until the Detroit auto show this month, when Fiat Chrysler CEO Sergio Marchionne told Bloomberg, "I think we now have hopefully the right commercial and the right car."

You can reach Ryan Beene at