Why You Won't See Any Detroit Three Ads During the 2024 Super Bowl

The belt tightening continues at the Detroit Three as all of the Detroit-based automakers have decided to skip running ads during the Super Bowl. Stellantis, the parent company of Jeep, Ram, Dodge, Chrysler and Fiat has been the most public about cancelling expenditures. During the UAW strike, Stellantis canceled its planned appearance at the Los Angeles Auto Show and CES 2024, which runs this week in Las Vegas. The automaker has canceled its annual appearance at the Chicago Auto Show in February and released a statement that it will handle future appearances on a case-by-case basis. Last year, both Jeep and the Ram 1500 has advertisements in the Super Bowl.

Stellantis Known for Iconic Super Bowl Ads

As I reported in February of 2021, Jeep created a memorable ad calling for unity in America and used rock-icon Bruce Springsteen to do it. After one of the most bitter presidential elections in years, Jeep took the high road. The brand that is well known for popular models like the 2024 Jeep Wrangler had a two-minute ad called “The Middle”. Springsteen asked Americans to meet in the middle. It focused on a chapel in Lebanon, Kansas, which is the geographical center of the lower 48 states.

Jeep also ran ads years ago recreating the famous Bill Murray Ground Hog Day movie to advertise its popular Jeep Wrangler.

Chrysler used rap superstar Eminem to introduce its Chrysler 200, with the memorable tagline “Imported From Detroit”.

The Ram truck’s most famous Super Bowl ad used Paul Harvey’s description of “The Farmer”. That ad highlighted the importance of the people who are tremendously hard-working and keep America fed.

Ford Pulled Out of Super Bowl Advertising Years Ago

Advertisements for this year’s Super Bowl are reportedly over $7 million for a thirty second spot. While tens of millions of people all over the world will be watching, Ford hasn’t run ads in the Super Bowl for the last few years. The Detroit Three were all hit very hard during the UAW strike that ran for about seven weeks, it is understandable that they are pulling back on spending, especially when faced with the huge costs of transitioning to electric vehicles.

General Motors has Also Opted Out of Advertising in the Big Game

General Motors typically advertises in the Super Bowl. In a major campaign in 2021, General Motors enlisted the help of top comedians to convince Americans to drive electric vehicles. GM released its Super Bowl ad, with Will Ferrell, Kenan Thompson and Awkwafina, as well as the new Cadillac LYRIQ and 2022 GMC Hummer EV supertruck. The automaker has committed to releasing 30 electric vehicles by 2025.

In the ad, titled “No Way, Norway”, Will Ferrell discovers that Norway outpaces the U.S. in buyers switching to electric vehicles. Kenan Thompson and Awkwafina join Ferrell in his quest for EV dominance.

Ads Could Run During the Hours Before or After the Game

While the Detroit Three won’t be running ads during the Super Bowl itself, we may see ads for some of the hottest products like pickups and EVs during the coverage leading up to the actual game or in the hours afterward. We also may see some of the automakers releasing ad campaigns online, through YouTube and  other social media channels. All of the other options would be much less expensive and perhaps nearly as memorable.

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Mary Conway is a professional automotive journalist and has decades of experience specializing in automotive news analysis. She covered the Detroit Three for more than twenty years for the ABC affiliate, in Detroit. Her affection for the Motor City comes naturally. Her father ran a gas station while Mary was growing up, in Wisconsin.

Follow Mary Conway at @MaryConwayMedia and send her car news tips for future stories.