Detroit automaker is known for releasing some of the most memorable ads during the Super Bowl

Fiat-Chrysler is all set to join its fellow automakers in Super Bowl 50 with two new commercials of its own. It’s the seventh straight year that the company will have a presence in the biggest sporting event in the world.

For now, the two ads are being kept under wraps, which isn’t all that surprising because of the company’s preference to keep from showing the commercials until they air. This year is no different, even when other automakers have already uploaded their own commercials in various social media platforms. Keeping these commercials a secret until the day they air has helped FCA earn a reputation for having some of the most memorable Super Bowl ads in recent years. The company’s “Born of Fire” commercial featuring Eminem and the Chrysler 200 during Super Bowl XLV is arguably one of the best auto commercials in history.

It’s also unclear how long these commercials are going to be, but the safe bet would be 60-second ads, which means that FCA would have forked out $20 million for these two commercials alone. As gaudy as that number might look, it’s par for the course for a company that, according to market research firm Kantar Media, has spent the largest amount of money on Super Bowl advertising this decade. FCA’s estimated $139.9 million in ad expenses for the Super Bowl ranks third only to Pepsico ($172 million) and Anheuser-Busch InBev ($278 million).

The air of excitement surrounding FCA’s two Super Bowl commercials is always palpable and with a handful of models set to be released this year, the guessing game on which two models will get those precious air time in the Super Bowl has effectively begun.

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Why it matters

I’ve always looked forward to FCA’s Super Bowl commercials for the reasons I mentioned above. In addition to the classic Eminem ad, they’ve also been responsible for some of my personal favorites, including “Halftime in America”, “Whole Again”, and “America’s Import”. Now I have no clue on what these two commercials are going to be, but I’m willing to bet that they’re going to have the same emotional treatment that FCA’s ads have been known for.

As for the cars that will be featured in those ads, your guess is as good as mine. I do know that it won’t be the Dodge Dart or the Chrysler 200 since both models are in line to be cancelled. I don’t think it’s going to be the Dodge Viper either because of its own problems. And, for what it’s worth, FCA Chief Marketing Officer Olivier Francois told the Detroit Free Press that it won’t be the new Chrysler Pacifica because of timing problems. With those cars out of the running, I think that FCA will once again focus on promoting new models from its Jeep and Ram brands since they’ve been the driving forces of the company’s sales volume over the past couple of years. Another possible scenario would be a commercial touting the arrival of the Alfa Romeo Giulia as somewhat of a “welcome back to the US” scenario. The Giulia would be a perfect subject for a commercial, but it does fall under the same “timing” problem of the Pacifica because the model isn’t scheduled to hit dealerships until the middle of 2016.

So, I’m guessing that these two ads will feature cars coming from either Jeep, Ram, or Chrysler. I’m not willing to put any money on that guess, but since FCA has a reputation for putting together emotionally charged commercials, I would think that it would take advantage of its current meal ticket brands to dip into that well again. That strategy has worked in the past, so I don’t see a reason why FCA won’t use it again.

What do you think?
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