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Chevy Coming Out Strong For Superbowl XLV

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On: Fri, Jan 28, 2011 at 12:31PM | By: Chris Weiss

Chevy Coming Out Strong For Superbowl XLV

The stage is set. It'll be the Green Bay Packers taking on the Pittsburgh Steelers Sunday, February 6. And GM plans to be an integral part of the festivities with an-all new award for the game's most valuable player, and an advertising campaign focused squarely on Chevy. Last year, GM discontinued its tradition of awarding the Super Bowl MVP a Cadillac, leaving Drew Brees without a free Caddy to drive around the bayou. In 2009, Santonio Holmes chose a 2009 Cadillac Escalade Hybrid Platinum 2WD worth over $85,000 as his MVP prize.

Aaron Rodgers, Ben Roethlisberger, Hines Ward, and other potential Super Bowl XLV MVPs need not worry: GM is back this year and it has a new award: a 2011 Chevy Camaro Convertible. The most valuable player will get to outfit the car however he wants and, depending upon options, will walk away with a $30K to $43K car. It's not quite as high-end as a Cadillac, but seeing that the 2011 Camaro Convertible is due to launch next month, it is as new and hot a car as anything out there.

GM's move from Cadillac to Chevy is part of its greater strategy to focus all attention on Chevy during this year's Super Bowl Sunday. GM announced this week that it will use its five game-time spots and one post-game spot to advertise Chevy models like the Volt, Cruze, Camaro Convertible, and Silverado HD. Chevy will be the only brand that GM advertises on game day.

Pat Morissey, GM director of product and brand communications, explained the reasoning for omitting Buick, GMC, and Cadillac from the ad campaign: "Chevy is the biggest brand in GM with around 70 percent of our sales. That, combined with the fact that we have so much product news, it made sense to focus the Super Bowl communication on the Chevy brand."

GM's ad blitz marks its return to the highly expensive Super Bowl market after a two-year absence. It withdrew in 2009 due to bankruptcy complications.

I have just one question: could someone send Drew Brees a Camaro? The man got stiffed.


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