Last year, the EV monster was only teased at the big game.
On February 2, 2020, General Motors released a teaser previewing the Hummer's return during the most-watched event of the year, the Super Bowl. It even recruited NBA superstar LeBron James for the occasion. At the time, the 2022 GMC Hummer has yet to be revealed, but it was still a significant announcement. Less than a year later, the sheets have been pulled off the reborn and all-electric Hummer and it was an instant sales success. First Edition models sold out completely within an hour.
To further capitalize on its early success and popularity, Ad Age is reporting GM is planning a new 30-second advertisement for the Hummer to air during the Super Bowl on February 7, 2021. No details are out yet about the new commercial's angle; will James return, for example?
The report also claims GM is planning another Super Bowl commercial for at least one other brand. The Super Bowl has long been famous for its commercials, especially for automakers. For 2021, we wouldn't be surprised to see GM take an EV-heavy approach and the Hummer is the ideal ambassador. Bear in mind the Super Bowl attracts a massive national audience.
Last year, a total of 102 million viewers tuned in for Super Bowl LIV where the Kansas City Chiefs defeated the San Francisco 49ers. A similarly-sized audience is expected in February, creating the perfect but ultra-expensive advertising event. Just one 30-second commercial costs $5.6 million.
Assuming this report is true, then GM will wind up spending over $11 million for just one minute of total airtime. There's every reason to believe that investment will pay off with additional Hummer powertrain configurations still available for sale, the cheapest being $79,995.
GM just announced it will accelerate EV product plans. Aside from the Hummer, the Cadillac Lyriq, Chevy Bolt EUV, and a heavily refreshed Bolt EV are just around the corner. The automaker will spend $20 billion through 2025 on new EVs and autonomous vehicles equipped with the highly-rated Super Cruise system.