After a two-year hiatus marked by a global recession and the bankruptcy of America’s largest automaker, General Motors will return to the Super Bowl for 2011. GM had planned to be a part of the massive sporting event advertising spectacle but pulled out of the event earlier this year. The move not only hurt the NFL but also the advertising agencies on Madison Avenue. Over the past 15 years GM has spent $80.5 million buying ads during the event.
Importantly, the decision to rejoin the Super Bowl melee comes as former Hyundai marketing boss Joel Ewanick signed on as head of GM’s marketing department. Ewanick coined Hyundai’s “Big Voices in Big Places” campaign that saw it get involved in events like the Super Bowl and Academy Awards, a move which is considered to have helped the brand grow while most others struggled last year.
Hyundai will also be advertising at Super Bowl XLV with three spots, while Audi has also confirmed participation. Added interest is expected to drive up the cost of ad spots after spending dropped by 24 percent last year.