The best car ads from the 2023 Super Bowl

The Kansas City Chiefs and the Philadelphia Eagles go head-to-head this Monday (Sunday American time) for Super Bowl LVII at State Farm Stadium in Glendale, Arizona.

The American Football Super Bowl (think AFL Grand Final on steroids) has an audience of over 103 million people worldwide, the majority of which are in the US. With viewership like that, advertising during the game commands big dollars. It is reported that this year, Fox who is charging advertisers $7 million USD to run a 30-second ad with millions more spent on production and digital ads. 

So, if you’re planning on spending that type of dough to advertise to the biggest engaged TV audience in the world, you better put on a fantastically memorable show. Things we’ve come to expect from Super Bowl ads are big-name celebrity cameos, funny storylines and memorable moments.

The car market has been going through some challenging times globally and in the US it is no different between supply issues, parts issues, inflation and consumer confidence, car brands are understandably taking a cautious approach to spending up big on ads for this year's event. Notable absences include BMW, GM, Nissan and Toyota.

So which car brands decided to splash the cash in 2023? Here are the top car-related ads from the 2023 Super Bowl LVII for your viewing pleasure.

This article updates. More to be added as we hit Super Bowl Sunday (Monday AEDT).

General Motors has teamed up with Netflix for a partnership that will see the car brand's electric vehicles feature in Netflix-produced shows and films. As part of the new deal, co-branded ads will run during the big game which will see Will Ferrell enter the world of some of the biggest Netflix shows and films including Army of the Dead, Squid Game, and Bridgerton.

Will Ferrell has featured in several GM ad campaigns over the last few years highlighting their new EVs.

In what can only be described as a car ad that would never be allowed to be made or aired in Australia, Kia’s Big Game ad sees the Telluride X-Pro SUV showcase its off-roading abilities as a Dad races home to get his baby's binky (dummy) which he left behind. The ad will air first during the Super Bowl and will conclude exclusively on TikTok with three alternate endings.

Jeep’s big game commercial is called 'Electric Boogie' and it showcases the brand’s new and upcoming electrified lineup, including the Wrangler 4xe and Grand Cherokee 4xe. This all-singing, all-dancing ad sees happy Jeep 4xe owners off-road doing what they love most why the environment around them including animals, inspects and reptiles are all grooving and boogieing along.

'Electric Boogie' was originally recorded by Jamaican Reggae singer Marcia Griffiths and widely released in 1983. A remixed version of the song by Griffiths took off globally in the early ‘90s and she became the highest charting female reggae artist of all time. The song inspired the global dance the 'Electric Slide' which is still very popular at weddings and parties in the US.

RAM showed off its upcoming RAM 1500 REV electric pickup with an innuendo-filled commercial cheekily named 'Premature Electrification'. It features actor Jason Jones who humorously addresses potential electrification concerns that may weigh on consumers’ minds when purchasing an electric truck compared to an internal combustion engine truck with all the hallmarks of a classic American pharmaceuticals commercial.

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