Fiat Chrysler Automobiles announced Friday it will air three commercials during Sunday's Super Bowl between the Atlanta Falcons and New England Patriots - the company's seventh consecutive year of advertising in the big game.
While FCA did not release any information on themes for this year's advertisements, or which brands it would feature, it did say ads will run in the second, third, and fourth quarters.
The automaker has big plans for 2017 with several new releases including Compass, Dodge Ram 1500 and the highly-anticipated next generation Jeep Wrangler, and could use these ad spots to highlight those upcoming launches. It could also use them to pump up its Alfa Romeo brand, which FCA hopes to integrate to the North American market this year.
For Jeep enthusiasts, there is always that chance FCA puts the spotlight back on Jeep and reveals the Wrangler JL to television's biggest audience. Jeep head Mike Manley said recently the company may be looking to unveil the vehicle outside a traditional auto show.
“If ever you were going to launch a vehicle outside of a show, Wrangler would be a clear contender for that,” Manley said. “We’re working through at the moment what we want to do.”
Unlike most other advertisers, FCA does not release its advertisements ahead of the game.
The company, since 2011, has had at least two minutes of ads during the Super Bowl. Last year, FCA aired two 60-second commercials for the Jeep brand, celebrating its 75th anniversary and touting its global expansion. One of those ads, 'Portraits' (below), was named best of the 2016 Super Bowl by a panel of advertising experts.
As an industry, automakers are typically among the biggest advertising spenders for the big game. This year at least seven other major automotive brands have plans to air commercials including: Audi, Buick, Ford, Honda, Hyundai, Lexus and Kia.
Market experts figure a typical 30-second ad during this year's game will cost advertisers $5 million.
