The situation has changed.
General Motors has made no secret of plans to launch an SUV version of the new GMC Hummer EV. Currently available as a truck, the SUV variant has already been purposely leaked by the automaker (with CEO Mary Barra sitting next to it) last November. For a time, there were reports the new Hummer body style would debut during Super Bowl LV on February 7, 2021.
This would make sense because its truck counterpart appeared in a Super Bowl commercial last year with NBA superstar LeBron James. In fact, some GMC dealers who took part in a virtual GM conference in December were told the Hummer EV SUV will be revealed in February.
Unfortunately, it appears those plans have changed, at least for game day. GM Authority claims Duncan Aldred, head of the Buick and GMC brands, has confirmed neither division intends to advertise during Super Bowl 2021. This should not come as a big surprise. Many brands who have advertised during the Super Bowl for decades have opted out this year for a variety of reasons.
For example, Budweiser will not advertise for the first time in 37 years and instead will use its commercial budget to support Covid-19 vaccine awareness in a virtual-only social media ad. The beer company also plans to donate a percentage of its advertising 2021 budget to the Ad Council and Covid Collaborative's Vaccine Education Initiative.
Coke and Pepsi are two other famous brands opting out of running in-game ads. Instead, Pepsi will help sponsor the halftime show. Aside from the philanthropic focus, major global brands, including GM, want to save money and, as we all know, Super Bowl commercial airtime isn't exactly cheap. Last year, a 30-second commercial cost $5.6 million.
So the question now is when will GMC decide to unveil its first-ever all-electric SUV? There's still a good chance it'll happen sometime next month in a more cost-effective manner.