American Suzuki Motor Corp. will air a commercial for its Kizashi sport sedan during the Super Bowl next month, joining the crowded field of automotive brands hoping to capitalize on the year's biggest TV event.
It will be the Japanese automaker's first advertising appearance during a Super Bowl broadcast.
The 30-second Super Bowl spot is called “Wicked Weather” and will air in 19 markets concentrated in the eastern United States and seaboard, and in the Southeast.
The spot shows a driver evading a pack of menacing, snowball-wielding snowmen with the help of the Kizashi's optional all-wheel-drive system.
Suzuki aims to get the Kizashi and its optional AWD system in front of consumers that drive on snowy, icy roads during winter.
Suzuki will join a host of automotive brands with ads planned for the Super Bowl, including Hyundai, Kia, Chevrolet, Volkswagen, BMW, Mercedes-Benz.
Before the “Kizashi Kicks” marketing campaign that began this month, Suzuki had a scant national advertising presence in 2010 as U.S. sales fell 38 percent from 2009.
Kizashi volume totaled 6,138 in 2010 in its first full year on sale.
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