GM Launches Aggressive EV Ad Campaign During Football
Football is finally back. This year, you can expect to see plenty of EVs racing across your screen during breaks. To promote its new line of electric vehicles, GM is launching a new, in its own words, “aggressive and meaningful” advertising campaign, which will air during NFL Sunday Night Football.
According to a report from Detroit Free PressGM’s new marketing campaign, “Electric Vehicles for Everyone, Everywhere,” will first air on Sunday, Sept. 18 on Fox during the 1 p.m. game, then on Sunday Night Football on NBC.
Advertising during NFL games is not a new idea for GM. Anyone who watches football knows that Chevy and NFL games go together. If you watched the NFL kickoff last week, then you know what I’m talking about.
And who can forget GM’s Super Bowl ad last year showing Austin Powers using the company’s Ultium platform to save the world?
However, according to the automaker, this time will be different. This will be the first time GM has introduced all of its Chevy EV models together to promote mainstream adoption. The campaign will feature the entire Chevy EV family, even those not yet on the market:
The Chevy Bolt EV, the company’s first long-range electric vehicle, starts at $26,595, while the Bolt EUV, the slightly larger version with an estimated range of 247 miles, starts at $28,195. Both are available to order, while the Silverado EV, Blazer EV and Equinox EV are expected to hit the market next year.
GM launched a full line of electric vehicles this year with plans to provide an electric vehicle for every type of buyer, including those looking for compacts, luxury cars, crossovers, SUVs and pickup trucks. More important, however, is the company’s plan to introduce them at an affordable price.
GM, which has moved forward this year with its electric vehicle plans, is looking to build on that momentum during NFL football. Chevy Chief Marketing Officer Steve Majoros told the Detroit Free Press:
It’s been quite a long year for Chevrolet, but it’s been a chapter year. We started in January with the Silverado EV reveal, then it was the Bolt EV and EUV relaunch, then over the last 45 days it was Equinox and Blazer. These discrete moments in time were a positive influence, but we didn’t get the chance to put it all together.
Now is the company’s opportunity to unveil GM’s new lineup of “electric vehicles for everyone” to more than 25 million potential people. (That last Sunday Night Football game between the Tampa Bucs and Dallas Cowboys saw an estimated 25 million viewers.)
With an EV in every class, GM wants to fill the void for EV buyers looking for cheaper options, or as Majoros puts it, “people will find what works for them.”
Although the ad is still being finalized, the company expects it to fill a 60-second spot with Fleetwood Mac’s hit song “Everywhere.” Chevy spokeswoman Megan Soule says the ad will be:
Celebrating the things that make America, America – its innovation, its communities and its electrifying attitude towards life.
As Ford just announced it was doing, GM has been working with dealerships to support the transition to electric vehicles, including the necessary chargers, tools and training.
More football announcements from Chevy and GM? Although this is not a new strategy on the part of automakers, it certainly indicates the direction in which the auto industry is heading.
Additionally, this will be GM’s first ad campaign featuring all Chevy EV models together so potential buyers can see the variety of models coming to the electric market.
In terms of viewers, few other programs can compare to Sunday Night Football for the number of eyeballs glued to the screen. NFL games accounted for 75 of the 100 most-watched programs of 2021 and occupy the top five spots.
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