Advertisers are hoping that celebrities, animals and other gimmicks will attract buzz during Super Bowl XLI.
Garmin
Garmin
GPS navigation system maker Garmin, a first-time Super Bowl advertiser, is going all-out with a lavishly produced spot that is both an homage to Godzilla movies and 1980's hair metal. You read that right.

In the 30-second spot, which is actually an abbreviated version of a two and a half minute long music video, a frustrated driver battles the evil Maposaurus. And it all takes place to a catchy tune sung by Steve Grimmett, former lead singer of the band Grim Reaper. Sample lyrics "Grab your Garmin. Take on the world. GPS power speaks the truth. MP3. Traffic alerts. Bluetooth!"

"The decision to advertise came out of the company's desire to be more of a consumer-oriented brand," said Jon Cassat, Garmin's director of marketing communications. "We wanted people to know who Garmin is, know what Garmin does and at the end of the spot feel good about it. We wanted to take high-tech satellite navigation and make it fun."

Cassat concedes that it may be tough to truly measure how much of a financial impact the ad will have on Garmin's sales, but he said the company hopes to definitely generate buzz for the company and product. "We figured we'd do a silly spot that's entertaining and memorable," he said. "We hope the song gets in peoples' heads and rattles around there for a long long time."


Anheuser-Busch

CareerBuilder.com

Coca-Cola

Doritos

Emerald Nuts

Garmin

General Motors

GoDaddy.com

Hewlett-Packard

Honda

King Pharmaceuticals

Nationwide Insurance

Pepsi

Salesgenie.com

Snickers

Taco Bell
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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.