WASHINGTON -- If more than a handful of filling stations sold ethanol-based fuel, business likely would boom this week.
General Motors jumped the gun on its new campaign to promote ethanol. GM scheduled two commercials for heavily watched pregame and postgame Super Bowl shows Sunday, Feb. 5.
The campaign's theme is "Live Green, Go Yellow.'' GM had planned to launch it Wednesday, Feb. 8, and tie it to the opening of the Winter Olympics on Feb. 10. It has broadcast, print and online elements scheduled to run through the year.
But President Bush gave ethanol a big plug in his State of the Union address last week. And "we decided to get on the back of the momentum around E85," says Chris Preuss, spokesman for GM's Washington office.
E85 is hot. It's a fuel made with 15 percent gasoline and 85 percent ethanol, usually from corn -- hence the "yellow" in the GM ads.
The pregame and postgame TV ad slots were still available last week, GM spokeswoman Mary Roberts told Automotive News. GM did not have to bump any of its other game ads.