The Car Commercials of Super Bowl LII
Some would argue that the best part of the Super Bowl is the commercials. But we can probably all agree that if you have to watch an ad, including those about cars, the best time is during the big game. Just in case you missed them, here are some of the automotive ads that appeared during this year’s Super Bowl.
Hyundai Kona – “Ref to the Rescue”
Why anyone would plan a kid’s soccer game on the day of the Super Bowl is a mystery. But that’s what happens in Hyundai’s new commercial featuring the 2018 Kona, which shows frustrated coaches and parents wishing they were home on the sofa watching TV instead of on the sidelines of the field. Fortunately, the referee manages to make the situation more palatable.
Kia Stinger – “Feel Something Again”
Kia’s marketing strategy for the Super Bowl was to harness the star power of Steven Tyler. In this ad, the musician drives the Stinger on an abandoned track and somehow finds himself transported back to the 1970s. The time travel is complete with CGI work that makes Tyler look younger. The spot, set to the soundtrack of Aerosmith’s “Dream On,” also features Emerson Fittipaldi, two-time Formula 1 and Indy 500 champion.
Toyota – “Good Odds,” “Mobility Anthem,” “One Team”
After skipping the Super Bowl last year, Toyota is airing three spots this time around. Highlighting Toyota’s partnership with the Olympic and Paralympic Games, “Good Odds” tells the inspiring story of Canadian alpine skier Lauren Woolstencroft. “Mobility Anthem” emphasizes Toyota’s ambitions to become a mobility company, not just a company that sells cars. We’ll see spot number three on game day.
Lexus LS 500 F Sport – “Long Live the King”
In this ad, Lexus took the opportunity to promote its relationship with the upcoming Black Panther movie from Marvel Studios. The ad shows King T’Challa recovering stolen vibranium, the mythical ore found only in his homeland of Wakanda. After saving the day, he drives to a world leadership conference in the LS 500 F Sport. Lexus will air a 30-second ad during the third quarter of the Super Bowl, but here’s the full minute version.
Mercedes-AMG C43 Coupe– Last Fan Standing Trailer
OK, so this really isn’t a Super Bowl commercial. Instead, it’s a trailer for a smartphone game Mercedes has created to promote the C-Class. Users have to follow a Mercedes-AMG C43 Coupe with their finger, and whoever can keep touching the car the longest wins. Kudos to Mercedes for doing something a little different.
Stay tuned throughout the weekend as we update with more car ads from the big game!
Kelly Pleskot and Stefan Ogbac contributed to this post