GM does not intend to run any ads for Chevrolet during the 2025 Super Bowl LIX, which will take place at the Caesars Superdome on Sunday, February 9th, 2025, marking the second time in a row the automaker has declined to buy advertising time at the event.
According to Ad Age, Steve Majoros, the chief marketing officer (CMO) at Chevy, explained the lack of a Super Bowl ad spot by remarking “2025 for us is about performance and selling and growth,” noting the strategy is “about efficient, effective, optimized growth in continued, challenging business times.”
Steve Majoros
GM also skipped running an ad during the 2024 Super Bowl LVIII, though the company advertised at the four preceding events. Several possibly causes have been advanced to explain the change, including weaker than expected customer interest in EVs – which featured prominently in The General’s Super Bowl ads from 2021 through 2023 – and the advent of Norm de Greve as senior VP and CMO for the automaker as a whole and a consequent change in marketing style.
Chevy still produced a major holiday ad this year featuring a father and son bonding while driving in the 1978Â Chevy C10 inherited from the family grandfather. Majoros described the advertisement as “a heartfelt tribute to the doers – the builders of families, communities, and futures.”
Earlier Super Bowl ads from GM featured such scenarios as actors briefly reprising their roles as characters from The Sopranos TV series to link the coming of a new generation with driving EVs. Super Bowl LVI got a humorous ad featuring Dr. EV-il, the Austin Powers villain Dr. Evil with a twist: “Dr. EV-il is going electric to stop climate change from ruining Earth before he can.”
Though EV momentum might have faltered slightly, and automakers are urging President-elect Donald Trump to keep the Inflation Reduction Act’s electric vehicle tax credit despite his stated intention to axe the program, GM has also made clear that it is moving ahead with its EV strategy regardless of changes in policy or administration.
While GM is not advertising during broadcasts of the NFL football championship game, Stellantis brand Jeep will be running a TV ad on Fox after declining to advertise during Super Bowl LVIII along with General Motors and Ford.
Comments
Bet you they’ll do commercials next season when the next-gen trucks are released
I can see why. They hyped EVs for a number of years and now they’re curtailing the entire operation. It would’ve been better if they showcased their best selling vehicles.
Looks to me like they’ve curtailed most advertising, and are running hard at social media and streaming services. Almost all their adds are focused on Millennials or Gen Z. Kinda like the McDonald’s campaign when we were growing up. Now McDonald’s is bland and boring. It does seem to be working as GM is faring well with Gen Z and doing better than they used to with Millennials.
the general really doesn’t have anything to offer that’s worth the advertising dollars.
When you got customers in droves not afraid to pay 60k for a mid level trim, 1/2 ton leaf sprung truck with cloth interior, why bother.
No one watching the Superbowl, or very few want an EV. GM has some very cool, TV commercial worthy cars and trucks to show off, but they over committed to their new brand direction. I’m sure in another 2 or three years, GM and the rest of the world cars makers will come back to the consumer.