General Motors Co., which opted against advertising during the Super Bowl this year, will return to marketing the Chevrolet brand during the National Football League’s championship game in February.
The automaker is planning a new Super Bowl ad push on Fox, which will air the game, as it introduces 18 new or refreshed vehicles this year, including 13 Chevrolets.
“The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans,” Tim Mahoney, Chevrolet global chief marketing officer, said in an emailed statement.
“The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks.”
GM’s return to the Super Bowl marks another reversal of advertising strategy created under ousted former Chief Marketing Officer Joel Ewanick.
The executive, who left the Detroit automaker in 2012, also eschewed advertising on Facebook, the world’s most popular social-networking website.