Commercial influence: OEM Super Bowl ads ahead of Sunday’s game

Toronto, Ontario – With an extra week to prepare for this year’s big game, global automakers have pulled out all the stops for their Super Bowl ads this year, as a number of manufacturers have already released teasers and more ahead of the game. Sunday.

After a highly anticipated halftime performance from Eminem, Dr. Dre, Snoop Dogg, Mary J. Blige and Kendrick Lamar, are the always entertaining and often celebrity-filled commercials where many of the world’s biggest automakers have tendency to make a great demonstration.

This year, Nissan claimed the Super Bowl wasn’t even delayed and dropped its full ad on Feb. 3, filled to the brim with celebrities like Eugene Levy, Catherine O’Hara, Brie Larson, Dave Bautista and Danai Gurira. , all of which have teamed up to show off the action-movie qualities of the OEM’s new Z and Ariya electric vehicles

After Nissan, Kia also released its bid to the Super Bowl gods last Thursday, but took a different tone, telling the story of a robot dog desperate to find what is apparently its mother, the new EV6 electric crossover. . It’s definitely something.

BMW’s Super Bowl announcement ticks several boxes; he has star power in Arnold Schwarzenegger and Salma Hayek; it has a clear three-act plot structure; and he perfectly interprets a long version of dad’s joke, “what kind of car does Zeus drive?” It also happens to show off the German automaker’s new iX electric crossover.

In perhaps the biggest boomer power move of them all, Mike Myers is back as Dr. Evil in General Motors’ 90-Second commercial where the ever-relevant supervillain is revealed to be only the second-biggest threat. for the world, behind climate change of course.

It should be noted that a certain beloved sidekick barely received a nod in the announcement. Rest in peace Verne Troyer.

Toyota ran two ads this year, one of which doesn’t feature any cars. Instead, the ad tells the story of Canadian Paralympian cross-country skiers Brian and Robin McKeever and their respective journeys to the Paralympic Games.

The second commercial, “The Joneses”, features exactly that. The Japanese automaker managed to get “Jones” celebrities, Tommy, Leslie and Rashida Jones, together in one place for an off-road demonstration of the 2022 Toyota Tundra (hint: the secret fourth Jones can be heard, but not seen).

Finally Jason Bateman takes the viewer on a walk through history explaining how Hyundai is fundamentally responsible for human evolution and the Ioniq 5, of course.

To Hyundai’s credit, it’s really the only car ad that actually conveys real information about electric vehicles, which is always a bonus.