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Fiat Chrysler Benches Eminem as Carmaker Skips Super Bowl Ads

  • Automaker goes for YouTube, Twitter instead of TV ad campaign
  • Fiat Chrysler used TV ads to rebuild brand after 2009 collapse
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BBDO CEO Sees More Fun, Less Politics in Super Bowl Ads

Fiat Chrysler Automobiles NV, which made a splash in past Super Bowls with television ads featuring actor Clint Eastwood and Detroit rapper Eminem, sat out the TV extravaganza this year for the first time in almost a decade, preferring instead to flog its wares with online videos and Twitter hashtags.

The Italian-American carmaker released seven online commercials in the week leading up to the game, including one with actor Jeremy Renner touting the new Ram 1500 pickup with a speech about empowering young girls. There is also a tongue-in-cheek clip of ranch hands talking about how they can’t remember any of the companies that did Super Bowl TV ads.