All eight ads from the big game.
A 30-second commercial during the Super Bowl cost $5.6 million and with nearly 200 million viewers, those spots are highly important to companies. During the big game between the Kansas City Chiefs and San Fransisco 49ers, there were eight different nationally-advertised commercials for new cars from Audi, Genesis, GMC, Hyundai, Jeep, Kia, Porsche, and Toyota. Each automaker took a very different approach with their advertisements for Super Bowl LIV, all of which you can see here in one convenient location.
Hyundai chose to go with star power for its commercial that was cleverly entitled 'Smaht Pahk.' The ad for the 2020 Hyundai Sonata stars Chris Evans, John Krasinski, Rachel Dratch, and David "Big Papi" Ortiz, using heavy New England accents to talk about the Sonata's Remote Smart Parking Assist feature known as Smart Park. The feature allows drivers to exit the vehicle and use buttons on the remote to park the car. The ad was a clever way to show off an innovative feature and it made us laugh.
Jeep also decided to cast a celebrity for its Super Bowl spot with Bill Murray reprising his role from Groundhog Day. The ad for the 2020 Jeep Gladiator shows Murray's character waking up once again on Groundhog Day, running into Brian Doyle Murray and Stephen Tobolowsky aka Buster Green and Ned Ryerson. But instead of driving a 1971 Chevy pickup as he did in the movie, Murray's character steals a Gladiator and drives off with the groundhog.
Porsche has not aired a commercial in the Super Bowl since 1997 but this year, the company has an important model to advertise. The Porsche Taycan is the automaker's first electric car, so it is deserving of some national attention. In the ad, a thief takes off with the car from the Porsche Museum in Stuttgart, Germany but no one notices because the Taycan is silent. The museum employees then hop in a variety of Porsche vehicles (including a tractor) to catch the thief. Not only is the ad exciting, but it also shows a small teaser for the next-generation 911 GT3.
GMC's commercial was more of a teaser than a full advertisement but the announcement certainly created some buzz. The ad declared the return of the Hummer brand as an electric model to be sold under the GMC brand. Although we only get to see a dark teaser of the Hummer's front end, GMC also gave us performance statistics including 1,000 horsepower and 11,500 pound-feet of torque (though that's likely not SAE-rated torque). NBA superstar LeBron James is also in the commercial and we can't wait to see what's next for Hummer.
The star-studded night of advertisements continued with the commercial for the 2021 Genesis GV80 SUV. The ad shows Genesis' spokescouple John Legend and Chrissy Teigen throwing a dinner party for a stuffy, "old luxury" crowd before introducing them to "new luxury" in the form of the GV80. This is a clever dig by Genesis at established luxury brands and doubters who scoffed at the idea of a world-rivaling luxury brand from Korea.
Instead of going for laughs, the commercial for the 2021 Kia Seltos tugs at the viewer's heartstrings. It features NFL running back Josh Jacobs, who picks up a younger version of himself in a Seltos. Before making it big in the NFL, Jacobs experiences homelessness and he tells his younger self to push through the challenges. In collaboration with the ad, Kia has created the Yards Against Homelessness to contribute to charity. Kia even donated $1,000 for every yard gained in the Super Bowl to Covenant House, Positive Tomorrows, and StandUp for kids.
Remember that catchy song from the Disney movie 'Frozen?' Well, prepare to have it stuck in your head again. Audi's commercial for the e-tron and e-tron Sportback feature actor Maisie Williams singing 'Let It Go' while driving through crowded streets of polluting internal combustion vehicles. Audi is asking audiences to let gasoline engines go, though the ad could also be a cheeky way of asking people to forgive the company for the Dieselgate scandal.
The advertisement for the 2020 Toyota Highlander takes a conservative approach, focusing on the new crossover's seating capacity. Actress Cobie Smulders is cast as a mother who picks up various characters from cliche movie situations where they tell the rest of their group to go on without them. Smulders shows up casually in the Highlander to give them a ride before picking up her son later in the ad.