Fiat Chrysler sits out first Super Bowl since 2009
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Fiat Chrysler Automobiles will sit out its first Super Bowl since 2009, leaving the game without a high-profile advertiser known for big-budgeted, celebrity-filled spots.
The automaker confirmed its plans today, saying it would pursue a digital-only strategy including seven online ads that it described as a “big game blitz.” It is a major change in strategy for FCA and global Chief Marketing Officer Olivier Francois, who has made his name by filling the Super Bowl with ads starring the likes of Clint Eastwood and Eminem. But this year, Francois is operating under a new CEO, Mike Manley, who took the reigns last summer after Sergio Marchionne became seriously ill and later died.
By bypassing TV, the automaker will save the estimated $5 million per 30 seconds of ad time that in-game spots cost. Last year, FCA ran five ads during the game.
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