Fiat Chrysler Going Stealth For Super Bowl XLIX

CLARKSVILLE, Tenn. - Jan. 28, 2015 - PRLog -- It looks like FCA US — the company previously known as Chrysler — has a big Super Bowl surprise up its sleeve.

The automaker — which made advertising history in 2011 with its two-minute Eminem ad — has reserved ad time in the Super Bowl for the fifth year in a row.

FCA's commercials in the Super Bowl have been among the top-ranked ads in each of the past four Super Bowls. More importantly, they have helped the automaker reshape its image from a downtrodden, bankrupt automaker into gritty survivor that is gaining market share in the U.S. automotive industry and now has a nearly five-year streak of consecutive monthly sales gains in the U.S.

FCA Chief Marketing Officer Olivier François' remarks have been subtle but curious concerning a possible Super Bowl Ad Surprise....

"We will be part of it as long as we have something to say and something to say which is truthful to who we are and the FCA culture of doing things with a purpose and differently," he said then.

At the time, François said the company was in only the preliminary stages of exploring ideas for Super Bowl commercials.

He also insisted that the company could still sell the time it reserved if the ideas explored by the company and its agencies did not live up to the extremely high bar that the company has set over past four consecutive years with commercials that have included Clint Eastwood and Eminem.

"At this time, there is no news as to whether the company will or will not be in the Super Bowl," company spokeswoman Diane Morgan told the Free Press.

Last year, the automaker confirmed that three commercials would debut during the Super Bowl the Friday prior to the game but offered no other details.

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"I firmly believe that showing the spot…takes away completely from the magic of showing it during the game," Diaz said Tuesday.

FCA's strategy comes with both a high risk and the potential for a big reward, said Jon Swallen, chief research officer for Kantar Media, an advertising and market research firm.

Companies that wait until the Super Bowl are at risk of generating very little buzz and wasting as much as $4.5 million for a mere 30 seconds of exposure, Swallen said.

"To pull that off, you have to have a very good, compelling ad.…," Swallen said. "The argument for waiting for game day is that so much of the advertising is already known and familiar to consumers…that whatever impact it is going to achieve has already been achieved."

But for François and the company's ad agencies, the secretive strategy has worked incredibly well.

François' formula has generally included convincing iconic actors or musicians that rarely, if ever, endorse commercial products to appear in commercials that typically last two minutes. Rather than using tried and true elements of humor, sex appeal or cute pets, François prefers to cast celebrities in commercials that span two-minutes that tug at the heart-strings of American nostalgia and comeback stories.

In 2011, it was Eminem in a gritty Detroit street scape. In 2012, it was Clint Eastwood in the dark and broody "Halftime in America." In 2013, it was Paul Harvey's voice extolling the American farmer. And last year, it was Bob Dylan imploring Americans to buy American-built products.

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FCA, the seventh-largest automaker in the world based on total annual vehicle sales, is an international automotive group. FCA is listed on the New York Stock Exchange under the symbol “FCAU" and on the Mercato Telematico Azionario under the symbol “FCA.”

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