Last year’s Super Bowl saw a decline in automotive advertising, with only nine scheduled for the Big Game. In hindsight, that doesn’t seem like a misstep, given how 2015 shattered car-sales records, the automakers made out okay avoiding big-budget ads and expensive airtime. Of course, we car fans missed the extra dash of automotive goodness during the Super Bowl, and luckily for ad-lovers, this year is shaping up to be a bit different—nine spots already have been revealed in advance. There surely will be at least a few that surprise on game day, too, including expected spots from Chrysler and Buick. Here, we’ve gathered every single commercial for your enjoyment.
Acura: “What He Said”
If any car in recent memory deserves a relaunch, the 2017 Acura NSX is it. Years of similar-appearing concept cars and waiting made it easy to fall numb to the—very cool and quite slick-driving—production car that trailed Acura’s initial go-ahead for a resurrected NSX by five years. And then the ’17 NSX finally landed at the 2015 Detroit auto show just to have its pants pulled down by Ford’s performance-car blitz, which included the new GT. So Acura is taking a shot at a redo, a big redo: A 30-second screamer of a commercial during this year’s Super Bowl featuring its new hybrid supercar. READ MORE ››
Audi: “Commander”
What’s the cure for depression in old people? A shiny new Audi R8, that’s what! That’s the message in Audi’s Super Bowl commercial this year, which is entitled “Commander.” READ MORE ››
Honda: “A New Truck to Love”
This year’s Super Bowl ad for the new Ridgeline is an indication that somebody at RPA, Honda’s U.S. ad agency, has clearly been smoking doobs while binge-watching Shaun the Sheep, ultimately asking himself, “Bro, what if these animated sheep were like, real? And in America?” READ MORE ››
Hyundai: “The Chase” and “Ryanville”
Hyundai has released the first two of the ads it will run during Super Bowl 50. Both 30-second spots highlight the safety/convenience features of the Elantra, which has been redesigned for 2017. The Elantra’s latest tech features prove just the thing for combating the dangers posed by bears—and by Hollywood hunks. READ MORE ››
Hyundai: “First Date”
As we all continue to wrangle with the usefulness of wearables like Apple’s Watch and their place in the car, Hyundai has crafted perhaps the best example yet of the tech’s potential with its latest Super Bowl 50 ad. Hyundai is among a few automakers that have integrated wearables with its in-car infotainment and telematics suite, in this case, Blue Link, and the automaker’s “First Date” spot zeroes in on the integration’s vehicle-tracking possibilities. READ MORE ››
Hyundai: “Better”
The only significant dialogue in the fourth of Hyundai’s Super Bowl 50 ads is also the spot’s hook: “Better is the engine that drives us.” In the commercial, viewers are whipped through a young man’s birth, childhood, teenage years, and, ultimately, employment at Hyundai. The boy seems normal enough, certainly to us car people, fiddling with video games, doodling cars in middle school, and so on, only he happens to sport a glowing-blue V-8 engine poking from his chest. (In case your pun game isn’t terribly strong, it’s the “engine that drives him.”) The little headless engine’s pistons fire away, eventually spurring the petrol-head to a design role at Hyundai, where he pens what appears to be the Vision G concept. It’s a cute enough spot, even if it doesn’t specifically market any of Hyundai’s products, eliciting some chuckles and feels.
Kia: “Walken Closet”
We love a good pun. Or a bad pun. Or any pun at all, really. To wit, there may have been an instant-messenger conversation the other day where we labored to fit the names of hardcore musicians and bands into those of motorcycles, resulting in such semi-amusing groaners as the Ducati Multistradag Nasty, the Yamaha Tesco Vee-Max, and the Honda Bold Wing. But the joy of the most unfortunate examples of humor’s lowest form lies in the “Dude, you went there, to that horrible place” factor. Regrettably in its new Super Bowl ad, Kia gives it away with the title: “Walken Closet.” READ MORE ››
Mini: “Defy Labels”
Although technically an ad for the new Mini Clubman, “Defy Labels” stands more as an introduction to a new Mini advertising campaign by the same name. According to Mini, the spots embody the notion that “those who defy labels, define themselves.” In the big game ad, there are cameos by tennis champ Serena Williams, actor Harvey Keitel, skater Tony Hawk, soccer star Abby Wambach, rapper T-Pain, and baseball legend Randy Johnson. Each celebrity describes a Mini using stereotypes such as “chick car,” “short man’s car,” “gay car,” “cute car,” and “this car ain’t hip hop!” The obvious implication is that those labels don’t apply to the Mini or, by extension, their owners. It’s a feel-good move with a solid message that books should not be judged by their covers, but the connection to Mini purchases seems tenuous. After all, since when has buying a Mini been about a statement other than “I like fun, stylish cars?” That doesn’t seem like a label that requires defiance to us.
Toyota: “Heck on Wheels”
Toyota’s Prius has never been particularly exciting, but the car has been given an injection of chutzpah in its latest generation in the form of bolder—and questionable—styling. Odd looks aside, the Prius’s game hasn’t changed much, it still being the go-to for those who still care about high fuel economy in a gas-powered vehicle and, well, little else. Toyota, to its credit, decided to play on the Prius’s largely inoffensive theme for its Super Bowl 50 ad dubbed “Heck on Wheels.” We like self-deprecation, so we like the commercial. READ MORE ››
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