Over 80 million Americans will gather with friends and family on Super Bowl Sunday, January 26th. While it may be the biggest sporting event of the year, it is also the biggest promotional event -- with the game's sixty-one 30-second commercial slots going for more than $2 million-a-piece! And the commercials are usually a bigger draw than the game itself.
Cadillac introduced its first mid_priced luxury car, the CTS, during last year's game to the driving beat of Led Zeppelin. So this year, Cadillac will launch three new vehicles in a 90-second commercial titled "17th Street." The spot features three new Cadillac's: the Escalade ESV, the luxury utility SRX, and the $75,000 Cadillac XLR Roadster.
However these commercials don't come cheap. Besides the two million per 30-seconds during the game, the total costs can more than double after production expenses, like music, special effects and star salaries are counted. General Motors has used the latest computer techniques to make the breakthrough spots very unique and memorable.
As the official vehicle sponsor of Super Bowl XXXVII, Cadillac will present the MVP Award recipient a set of keys to a brand new Cadillac. The player who receives the award can select any one vehicle from Cadillac's 2003 or 2004 model year line up, including the XLR. The MVP Award presentation will be done on the field following the conclusion of the Super Bowl when Mike Tirico, CBS Sports announcer, names the MVP during the Post-Game celebrations and presentations.