The day of reckoning has arrived. Super Bowl 52, that is!
It’s that time again! Super Bowl 52 is here. Patriots versus Eagles. While most of us will be arranging our days around the game itself, it’s also time for the marketers unleash their big PR guns.
Super Bowl commercials are running at more than $5 million per 30-second ad. So for manufacturers, each ad they run is a pricey investment to show us their marketing moxie.
Some companies have either teased or outright revealed some of their ads in anticipation of the big game. Let’s take a look at the ones that have made their way to the internet so far. We’ll keep you updated on more automotive commercials as the game presses on, so stay tuned!
This post will be updated periodically.
Fiat-Chrysler: Record-Breaking Ad Coverage
Ram Trucks ran out the gate, airing their add with the new Ram 1500 full of vikings on their way to the big game in Minneapolis. Check it out over on TFLtruck.com! FCA also aired another Ram ad in the second quarter.
In the second quarter, Jeep aired a commercial for the 2019 Jeep Cherokee. It starts as a sort of homage to “the road”, then encourages you to find your own in the all-new Cherokee. Check out the commercial below:
For the third quarter, Jeep goes Jurassic in a commercial for the all-new Wrangler:
Near the end of the fourth quarter, Jeep aired another Jeep Wrangler ad – the “Anti-Manifesto” ad:
Hyundai: Highlighting Hope
Hyundai had a big surprise in store for the Super Bowl. They kept exactly what it was close to the vest, of course. Last year, Hyundai surprised three deployed soldiers by bringing them close to the game (and their families), in a 360-degree virtual pod. This year, they promised to “surprise millions”:
And whom did they surprise? Hyundai featured its non-profit, Hyundai Hope on Wheels, with a 60-second advertisement. Dean Evans, CMO of Hyundai Motor America, had this to say:
“This year we’ll celebrate heroes who help in finding a cure for pediatric cancer…We want to bring people together and give them hope.”
Hyundai aired their ad, “Hope Detector” during the fourth quarter of the Super Bowl:
Hyundai also roped in a soccer referee who’s in such a hurry to watch the big game, he just can’t wait to speed off to a sports bar in his new Kona to watch it. To that end, he immediate starts kicking kids off the field. Not that the parents mind – they want to watch the game too!
Kia: Feel Something Again
I’ll admit, I’m a huge Aerosmith fan. And we at TFL just happen to quite like the new Kia Stinger. Putting Steven Tyler and the Kia Stinger together for a Super Bowl Ad? Personally, I think it’s a pretty badass combination. Kia aired this ad during the third quarter, after Jeep’s Jurassic Wrangler commercial.
So, Steven Tyler takes the Stinger GT2 out on the track as Brazilian F1 driver Emerson Fittipaldi looks on. But wait – he drives the track in reverse? It all smacks a little bizarre, doesn’t it? Well, there is a reason for that, as it turns out. Here’s the commercial again, but this time, it’s in reverse:
It’s quite fitting, given Steven Tyler’s iconic rock status, that Kia would pull a Stairway to Heaven and hide a secret message when you play the ad backwards. Did you catch it? And don’t cheat by looking in the comments!
Lexus: Long Live the King
Are you a big Marvel fan? I’ll admit, I’m not a huge comic guy. Sure, I’ll watch the movies, but King T’Challa (aka Black Panther) doesn’t really speak to me. The car, on the other hand, does. It’s the all-new Lexus LS 500 F Sport. Here’s to hoping it really sounds as good as the commercial makes out.
Mercedes-Benz: Last Fan Standing
Here’s your chance to win a Mercedes AMG C 43. That’s grand, but there’s a twist. You have to play a game to win it. Registration opens tomorrow, and Mercedes says all you need to play is “a phone, a finger, and focus”. Last one touching the car, wins.
Not only that, but per the rules, Mercedes will give the winner 30% of the vehicles MSRP in cash to pay for taxes and fees. If you don’t want a C 43, you can choose another model, but you won’t gain any benefits from doing so.
Toyota: Unity, Courage, Inspiration
This year, Toyota’s airing three Super Bowl ads focused on the Olympic and Paralympic themes on unity, courage and inspiration. “Good Odds” played in the first ad break post-kickoff, from the “Start Your Impossible” campaign, emphasizing Toyota’s mobility initiative.
Right before the halftime show, they aired “One Team”, which featured four dudes from various backgrounds in a Tundra making their way to a big game.
Finally, during the third quarter, Toyota aired “Mobility Anthem”. As with the first ad, not so car focused, but it does emphasize the brand’s global “Start Your Impossible” campaign, featuring people in all stages of life to emphasize mobility.
WeatherTech: American Factory
Okay, not a car commercial, per se…but it’s car-related! They’re building a factory for their floor mats right here in America.
Come back to TFLcar.com tomorrow for more Super Bowl LII updates. Enjoy the game, and subscribe to The Fast Lane Car and TFLnow to catch our upcoming coverage of the 2018 Chicago Auto this week!
