GE to Feature Dancing Scarecrow in $3 Million ‘Smart Grid’ Super Bowl Ad
For the first time in company history, General Electric will take out an advertising segment during the Super Bowl with a 30-second ad called “Scarecrow” which is meant to bring publicity to their Smart Grid energy technology project.
Running at a rate of $100,000 per second of ad time, or $3 million for one 30-second segment, the “Scarecrow” will feature a modern take on the classic song, “If I Only Had A Brain,” from the film The Wizard of Oz, imagining what can happen when old technologies have a brain and become smarter.
“Our Super Bowl ad will focus on a problem that the entire country is experiencing – the challenge of transforming our aging electrical grid to meet the increasing power demands,” Lisa Lanspery, Manager of Public Relations at GE told Consumer Energy Report.
General Electric is the parent company of NBC which owns the exclusive rights to televise the game that is the most-watched U.S. television broadcast of the year.
Last year’s Super Bowl, broadcast on the FOX network, drew 97.4 million viewers at a rate of $2.7 million per 30 second ad slot.
The company says that Smart Grid is a vision for a smarter, more efficient, and sustainable electrical energy grid that GE technology is helping to bring to life and that it can transform the entire energy sector.
“We believe Smart Grid will do for the energy sector what the Internet did for the communications industry – completely transform how consumers and businesses use energy,” said Lanspery. “GE will offer our customers a full range of Smart Grid products and technologies – from cost-effective battery technology, to wind turbines to metering switches in the home.”
The economic recession has caused some of the year-in-year-out advertisers to pass on the major publicity for the first time in years. Among the corporations skipping the event are traditional advertisers FedEx and General Motors, who will not be advertising during the game for the first time in more than a decade.
Four of the sixty-seven available 30-second slots have yet to be purchased, according to an NBC spokesman.
The game is set to take place on Sunday, Feb. 1, between the Pittsburgh Steelers and Arizona Cardinals in Tampa, Florida.