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Automakers tease ads for Super Bowl 2013

Fri, 25 Jan 2013

Automakers are reaching out to celebrities, fans and even YouTube sensations for 2013 Super Bowl advertisements.

CBS has reportedly sold out its ad inventory for the Feb. 3 broadcast of Super Bowl XLVII at prices averaging $3.7 - $3.8 million.

Brian Steinberg at AdAge gives us the full lowdown on what automotive superbowl ads we can expect this year.

Audi of America

Buy: One 60-second spot, set to air in the first ad break after kickoff. This will mark Audi's sixth consecutive entry as a Super Bowl advertiser. (See the Volkswagen entry below for plans by that brand.)

Creative: Audi posted three versions of its potential ad, each with a different ending, and let fans vote on which version they'd like to see run in the Super Bowl. The final spot debuted on YouTube on Jan. 27.

Agency: San Francisco independent Venables, Bell and Partners


Buy: To be determined.

Creative: To be determined. Chrysler stood out among advertisers in the prior two Super Bowls with commercials talking about economic revival in America (the "Halftime in America" ad starring Clint Eastwood) and Detroit (the two-minute spot touting vehicles "Imported from Detroit" over an Eminem song).

Agency: To be determined


Buy: Two 30-second spots, the same as Hyundai got in the 2012 game. One of the 30-second spots will air during the first quarter, while the other will air in the second quarter.

Creative: Hyndai released both ads in the week before the game. One spot, "Team," demonstrates how helpful the Santa Fe crossover is when you need to drive around assembling a kids' team. The other ad, "Stuck," shows how important the Sonata Turbo's acceleration can be.

Agency: Hyundai has long relied on its internal ad agency, Innocean.

By Angie Fisher