Fiat Chrysler Automobiles will air three commercials during Sunday’s 2015 Super Bowl XLIX broadcast. The first spot is scheduled to air as the first commercial following the second quarter’s “two-minute warning” break; the second and the third commercials are scheduled to run in breaks during the third quarter.
Chrysler, unlike most companies, tries to keep almost all details of its Super Bowl commercials secret — a strategy that contrasts with the aggressive social media campaigns, teaser ads and full release of commercials that many other companies use to promote their campaigns.
“To pull that off, you have to have very good, compelling creative.…but if it is a really strong, powerful ad, it will stand out even more,” said Jon Swallen, chief research officer for Kantar Media.
FCA’s commercials have been so good that the company’s silence generates media attention.