- At $7 million for a 30-second spot, Super Bowl ads are an expensive proposition this year.
- That’s why GM brought in Will Ferrell to pitch the idea that you’re about to see GM EVs on every Netflix show, but only where it makes sense, so no Bolts in Bridgerton.
- Kia, Jeep and Ram will also have announcements at the Big Game, but our first look will have to wait until Sunday. We know Kia has something to do with a pacifier emoji.
In accordance with adweek, a 30-second ad in this year’s Super Bowl telecast costs $7 million. At least three automakers have previewed some ads that they think are worth the money. Here’s what we know about the Super Bowl LVII car commercials airing on Fox when the Philadelphia Eagles and Kansas City Chiefs play Sunday night.
First, an ad that’s as meta as they come. Will Ferrell is speaking up for GM and Netflix on the streaming giant’s promise to use more GM electric vehicles in upcoming shows. An ad about other ads, meaning those that aren’t supposed to look like ads, but are now being explicitly asked for. GM calls it “Giving EVs the stage they deserve.”
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Army of the Dead Squid GameBridgerton, and Will jokes that it wouldn’t make sense to introduce EVs to some of these shows, but at least he’s guaranteed to feature a GM EV on screen sometime next year: a GMC Hummer EV pickup truck. Netflix also announced that it will feature a Chevrolet Bolt EUV and will show a Cadillac Lyriq.
Will Ferrell’s proven humor keeps things light, even when he’s bitten by a zombie or kidnapped like the characters in . We also see him fallen in scenes Strange things,strange eyestrange eye love is blindunstable
Stellantis buys time for Ram and Jeep
Unlike GM, Stellantis is keeping Super Bowl ad previews for two of its brands, Jeep and Ram, off the Internet for now. Advertising media outlets are reporting that Stellantis has purchased two 60-second commercial spots during the game. A Jeep commercial will air in the second quarter, followed by a Ram commercial in the fourth quarter. Stellantis didn’t run any in-game ads last year.
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Jeep released a short teaser for its spot, showing a chameleon in a recording studio and the tagline “Let’s boogie,” followed by a lightning bolt covered “Freedom is electric.” We’re not sure how well that last part plays out with an independent commercial Jeep posted this week on its YouTube channel called “Parking Spot,” which pokes fun at EV drivers trying to find a charging cable buried in the snow. One step forward, two steps back.
Kia’s Binky Emoji Mystery
Kia started with this weird teaser, and at the time we just knew it had something to do with forgetting babies.
Today, the automaker dropped the full announcement.
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Binky Dad | The 2023 Kia Telluride X-Pro AWD SUV
watch out
The spot will be Kia America’s 14th Super Bowl commercial, following last year’s story of a robot dog falling in love with the EV6. Kia is simultaneously trying to get some of that sweet, sweet commitment online via a petition on Change.org. The reason for this grassroots effort with astrological turf? To request a Binky emoji.
No, seriously, a major automaker is spending millions of dollars trying to add a pacifier to the emoji keyboard. It’s like the Ford truck emoji, but dumber. At the time of writing, the petition already has 375 signatures.
