DETROIT -- Cadillac will introduce its redesigned 2007 Escalade SUV with a 60-second TV commercial during the Super Bowl on Feb. 5.
General Motors' luxury division will be the lead automotive advertiser on the telecast of the NFL championship game at Ford Field here. The Escalade spot is titled "Chrome Couture," says Lisa Levandowski, a spokeswoman for Cadillac's ad agency, Leo Burnett Detroit.
Pontiac also will advertise during the game, an agency source said. Pontiac spokesman Jim Hopson confirmed the ad buy but declined further comment.
Ford Motor Co. will run a 30-second Super Bowl ad. George Rogers, president of Ford Division's ad agency, JWT Detroit, denied reports that the spot will feature the new Fusion mid-sized sedan.
ABC is broadcasting this year's Super Bowl. It is charging as much as $2.6 million for 30 seconds of first-half ad time, reports Advertising Age, which, like Automotive News, is published by Crain Communications Inc.
The redesigned Escalade, which GM calls the "King of Bling," is scheduled to arrive in showrooms in the first quarter of 2006. Cadillac has not announced prices.
Cadillac is the official vehicle of the Super Bowl. The game's Most Valuable Player will get a 2007 Escalade.
Toyota Motor Sales U.S.A. Inc. and American Honda Motor Co. Inc. have not decided whether they will try to buy time during the game. Cadillac, Ford, Honda, Toyota and Volvo advertised during last year's Super Bowl.
"Nothing has been finalized," Toyota Division General Manager Jim Lentz told Automotive News last week. "We're waiting."
Eric Conn, American Honda's assistant vice president of national advertising, says the company plans to advertise during the winter Olympics and men's college basketball tournament. "There's only so much loot," he says.
Jan Thompson, marketing vice president of Nissan North America Inc., says her company did not consider buying national ad time during the Super Bowl. "If you're not one of the top one or two best-remembered commercials, what the heck did you spend $2.4 million for?" she says.
Jeff Bell, vice president of marketing for Chrysler and Jeep, says most Super Bowl TV commercials tend not to be memorable.
"The advertising on the Super Bowl tends to be about entertainment, lifestyle and humor, not product and features," Bell says. "Maybe we'd rather take the $2 million and put it on an innovative Web campaign."