100 million viewers and $5 million+ for a 30-second ad spot make for some very good ads.
Back in the day, the Super Bowl limited the number of car brands that could advertise in the big game, typically one brand per quarter. But competition is high and Super Bowl ads almost always kick it up a notch with a theme that is especially poignant or (hopefully) really funny. And thankfully, there are more than a few cars in the broadcast. All this makes the Super Bowl one of the only times that people actually look forward to commercials!
While America gathers to party and watch the LA Rams and New England Patriots face off, here are the car commercials viewers will be treated to.
Oh, Hyundai, thank you for indulging us with a heartthrob in your spot. But you know it works. Jason Bateman follows prior year stars Ryan Reynolds and Kevin Hart in telling this brand’s car story. An official sponsor of Super Bowl LIII, the 60-second spot will run during the first quarter. The ad focuses on the ease of Hyundai’s Shopper Assurance program and offers a quick peek at Hyundai’s new Palisade SUV.
Toni Harris, the first female football player to be offered a full scholarship to play college ball gets a spotlight in the Super Bowl thanks to Toyota. Her story is told on the field and through time in the Rav4 Crossover.
Audi has been advertising in the Super Bowl for more than 10 years. This year, they’ll feature their new e-tron crossover in a 60-second commercial during the second quarter.
Another 10-year veteran of Super Bowl commercials, Kia will use the Super Bowl to launch a new program called “The Great Unknowns Scholarship.” This teaser ad asks, “what if” this year some of the big money spent on Super Bowl ads went to “unfamous people.”
Mercedes-Benz did not advertise in last year’s game, but his year the game is being played in the company’s North American hometown of Atlanta in the Mercedes-Benz Stadium, so a presence is natural. The Mercedes-Benz commercial focuses on the new A-class sedan and the voice-command feature of its MBUX infotainment system.
Dodge, Ram and Jeep
Dodge, Ram and Jeep, all part of Fiat Chrysler Automotive, released three “teaser” videos and have been tight-lipped about their actual plans for Super Bowl advertising. We’ll have to wait and see what they have up their sleeves!
Dodge has a fast-paced ad featuring the Challenger, Charger, and Durango SUV racing through the streets of Atlanta to the tune of “The Devil Went Down to Georgia.”
Jeep’s video shows the Gladiator winning a fight with a car crusher.
Ram’s clever ad shows two cowboys talking about Super Bowl commercials. Puppies and babies, man.
Enjoy the big game – and the commercials!