• by Tanya Gazdik , January 30, 2020

With the Super Bowl right around the corner, a few more automakers are hopping on the bandwagon. 

Jeep is teasing a spot with very few details. A cryptic press release states that the brand will debut one 60-second spot during the game. “Viewers will have to watch closely to see the commercial,” per the release. “The timing/when the spot will air within the telecast will not be announced beforehand.”

General Motors, meanwhile, will introduce the GMC Hummer EV in the spot “Quiet Revolution.”

“The spot juxtaposes the staggering anticipated performance metrics of GMC’s first all-electric truck with the remarkable quietness inherent in the operation of an electric vehicle,” according to GM.

The 30-second ad will air during the second quarter and highlights the anticipated performance of GMC’s all-electric super truck. Created by Leo Burnett Detroit, the spot will feature basketball star LeBron James. 

Fifteen-second teasers are already online at a dedicated web page where consumers can sign up for emailed updates. The teasers focus on the vehicle’s horsepower, torque and speed. Another 10-second online spot teases the skyline of the vehicle, which won’t be unveiled until May 20. 

As part of the digital and social media marketing push surrounding the spot, GMC will take over the YouTube homepage masthead on Jan. 31. Customers can follow the conversation at #GMCHummerEV.

“GM is smart to use the Hummer name, which already has a lot of built-in equity compared to other brands, but it is pretty ironic that the nameplate of the biggest gas-guzzling beast that consumers rebelled against during the recession is now going to be resurrected as an EV,” says Jessica Caldwell, executive director of insights at Edmunds.