Jeep is returning to the Super Bowl this year after sitting out the 2019 game.
The brand will showcase one 60-second spot, but Fiat Chrysler Automobiles is being mum on when the ad will air. The automaker said “viewers will have to watch closely,” and added that the timing of the spot will not be announced beforehand.
After running five ads in 2018, FCA skipped the 2019 game in favor of an all-digital strategy that saw it unveil seven online spots in the week leading up to the game for Dodge, Jeep and Ram.
FCA marketing chief Olivier Francois said in September that the digital strategy worked. Nevertheless, the automaker will be back for 2020.
“We tried to explore the possibility of not doing TV at all on Super Bowl, but doing this super, crazy, powerful national anthem made by [rock band One Republic],” Francois told Automotive News in September. “We wanted to see if there was a way to have a Super Bowl audience without paying for TV.”
A Super Bowl spot this year will cost $5.6 million for 30-seconds of ad time, according to Ad Age, a sister publication of Automotive News.
Audi, Hyundai, Genesis, Kia, Toyota and Porsche also will run ads during the game. Five auto brands ran Super Bowl spots in 2019.