This Sunday the 57th edition of the
Super Bowl
will take place , an event that long ago transcended sports barriers and paralyzes the entire United States:
more than 100 million people
sit in front of the television every year in that country to closely follow everything What happens in the great final of
American football
, a show of epic proportions but where, paradoxically, the game is only a part of the whole.
It is that around the dispute for the NFL trophy there are usually many things: a classic are the mini halftime concerts, a custom established in 1993 and that since then brings together the most successful artists in the entertainment industry -this year Touch Rihanna.
Also drawing a lot of interest is the national anthem, an emotional moment with guest artists singing their verses before the game begins.
And the other highlight of the night, without a doubt, are the commercials.
In the middle, in addition, a game of American football is played.
In this case,
the one that will face the Kansas City Chiefs with the Philadelphia Eagles
.
It is logical that a show of such relevance is a magnet for brands, which fight for a place in a grid suitable for a few: to be able to be there this year, for example, they
had to pay between 6 and 7 million dollars for 30 seconds. of space on the air
, as confirmed by Mark Evans, executive vice president of advertising space for Fox Sports, the network that will broadcast the event live.
Super Bowl Car Commercials: Groundhog Day by Jeep.
In this context, there is permanent feedback between the two parties: it is common for companies to save their best weapons for the Super Bowl, both to publicize new products and to take advantage of the best ideas of their advertising creatives.
The audience celebrates all of this, and waits for the commercial breaks with expectation and not as the moment to get away from the TV for a while.
Which further increases the commitment of companies to double the bet next year.
And so.
The automotive industry is no stranger to this event, but rather the opposite: cars are the usual protagonists of each edition of the Super Bowl, with advertisements that may be funnier, more emotional or surprising, but which undoubtedly bet big and seek to remain in the memory of all viewers.
Volkswagen - Tree – 2001
Commercials about Super Bowl cars
Tree, from Volkswagen, in 2001.
The German brand is known for its friendly ads, which seek to make the viewer smile, and this is no exception.
It is starred by two young people wanting to take something down from a tree;
they tried throwing first a stick, then a tennis ball and finally a shoe until they achieved their goal.
Falling?
A
Volkswagen
Golf GTi.
Ford - The One – 2004
Commercials about cars in the Super Bowl
Ford's The One in 2004.
“In what gear did you realize that this is the car?” asks a voice-over, with no other accompaniment than the roar of the red
Ford
GT that runs alone and at full speed at Thunderhill Raceway in California.
Volkswagen - Darth Vader – 2011
One of the advertisements that went beyond the limits of the Super Bowl and that was seen in every corner of the planet.
A boy disguised as Darth Vader gets frustrated when he unsuccessfully tries to use the dark side of The Force to move some items in the house, like the stationary bike or the washing machine.
But he doesn't even get a reaction from his own dog.
Commercials about cars in the Super Bowl
: Darth Vader, of Volkswagen, in the year 2011.
Nothing seems to work for the little villain until, with a little help from his father, he manages to wake up none other than the VW Passat, leading to a reaction that touched the hearts of viewers around the world.
Chrysler - Imported from Detroit – 2011
Commercials about cars in the Super Bowl
: Imported from Detroit, by Chrysler, in 2011.
This moving tribute to the cradle of American motoring lasts no less than two minutes, featuring a Chrysler 200 sedan touring the city's neighborhoods.
The intervention of the rapper Eninem is sober but impressive.
Fiat - Blue Pill – 2017
Commercials about cars in the Super Bowl
Fiat's Blue Pill in 2017.
In a typical Italian town, an adult couple settles in for a bit of romance.
When the man is about to take the famous little blue pill, it flies out the window and after an incredible series of bounces ends up falling into the fuel tank of a
Fiat
500. It takes a matter of moments for the car to start a process that transforms it. in the 500X, the SUV version of the compact.
"Big, more powerful... and ready for action", he ends with a voiceover, as if something more needed to be clarified.
Kia-Turbo Hamster – 2017
Commercials about cars in the Super Bowl
Kia's Turbo Soul Hamster in 2017.
Motörhead sounds to give the final touch to a somewhat strange chase but one that has everything: a baby hamster seeks to escape from a hospital in sheer vertigo, and the nurses and security personnel at the health center try to avoid it at all costs.
At the end of the story, the rodent achieves his mission, and he does it aboard a Kia Soul.
Kia - Feel Something Again – 2018
Commercials about cars in the Super Bowl
Kia's Feel Something Again in 2018.
An oval in the middle of the desert, two Kia Stingers on the starting line, Emerson Fittipaldi and Steven Tyler, the singer of Aerosmith.
What can go wrong?
That is the initial premise of the South Korean brand, but it has its breaking point when the musician surprises everyone – including the Brazilian – by doing the tour at full speed but in reverse.
As a result, when he steps out of the car he is rejuvenated, in true Benjamin Button fashion.
Porsche - The Heist - 2020
Commercials about cars in the Super Bowl
The Porsche Heist, from the year 2020.
The announcement that unveiled the Taycan is an excuse to review the most iconic products in its catalogue, from the
Porsche
Junior, the brand's famous tractor that was produced between the 1950s and 1960s, to the most coveted 911.
Audi - Let it go – 2020
Commercials about cars in the Super Bowl
Let It Go, with Maise Williams, from Audi, in the year 2020.
The brand with the four rings promoted its e-tron electric range at the Super Bowl, and for this it had the presence of none other than Maisie Williams, famous for having played Arya Stark in Game of Thrones.
Jeep - Groundhog Day - 2020
Commercials about cars in the Super Bowl
Groundhog Day, by Jeep, in the year 2020.
It is the title in English of the film that was known in these lands as "Groundhog Day", and the idea of the commercial is the same: as soon as dawn breaks,
Bill Murray
discovers with tedium that he will live the same thing as yesterday, and that is repeated over and over again.
The difference is that in this case he finds a detail that he does enjoy: the orange
Jeep
Gladiator that he discovers parked and he doesn't hesitate to get on the drive every day.
General Motors - No Way Norway – 2021
Commercials about cars in the Super Bowl
No Way Norway, from General Motors, in the year 2021.
Will Ferrell
is the star figure in this humorous advertisement from the Detroit giant, which seeks to shore up its electrical catalog in the United States by comparing that market with that of Norway, where the previous year more cars had been patented with this technology than with combustion engines.
Jeep - The Middle - 2021
Commercials about cars in the Super Bowl
The Middle, with Bruce Springsteen, from Jeep, in the year 2021.
The brand achieved the unthinkable:
Bruce Springsteen
gave in and starred in a brand commercial.
The message points to the heart of the United States, and brings a message of unity and abandonment of differences in a context in which Donald Trump had just left the White House.
General Motors - Dr. Evil – 2022
Commercials about cars in the Super Bowl
Dr. Evil, from General Motors, in the year 2022.
Mike Myers
reincarnates the villainous Dr. Evil, now in control of
General Motors
, who faces a dilemma: to return to being the world's number one threat, he must topple climate change, which now occupies that throne.
Which, in the long run, implies that he must save the world in order to destroy it.
Toyota – The Joneses – 2022
Commercials about cars in the Super Bowl
Toyota's The Joneses in the year 2022.
As in Argentina it made a famous brewery with the Garcías, in this case
Toyota
summoned all the famous Joneses to publicize its new pick-up:
Tommy Lee Jones
,
Leslie Jones
and
Rashida Jones
lead a campaign that, of course, includes music by
Tom Jones
.
BMW – Zeus and Hera – 2022
Commercials about cars in the Super Bowl
Zeus And Hera, from BMW, in the year 2022.
Appealing to Greek mythology and with
Arnold Schwarzenegger
and
Salma Hayek
playing Zeus and Hera, respectively, the German brand presented a commercial with hilarious scenes that saved its great novelty for the end of the ad: the new electric
BMW
iX.
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