The best car ads from the 2024 Super Bowl
Another year, another selection of amazing car ads which stared at the biggest commercial sporting spectacle in the world.Kansas City Chiefs and San Francisco 49ers go head-to-head this Monday (Sunday American time) for Super Bowl LVIII at Stadium in Allegiant Stadium in Las Vegas, Nevada.
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, CBS/Paramount is charging advertisers $7 million 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 big on ads for this year's event. Notable absences include Ford, Stellantis (Jeep, Fiat, Chrysler, RAM) and General Motors (Chevrolet, Cadillac, GMC, Buick).
So which car brands decided to splash the cash in 2024? Here are the top car-related ads from the 2024 Super Bowl LVIII for your viewing pleasure.
This article updates. More to be added as we hit Super Bowl Sunday (Monday AEDT).
BMW
BMW returns to the Super Bowl after sitting out last year with a 60-second ad starring actor Christopher Walken. The ad called “Talkin’ Like Walken” features the all-new BMW i5 M60 electric sedan and frames the storyline as that there's only one Christopher Walken and only one Ultimate Driving Machine.
KIA
The Kia EV9 three-row SUV stars in this year's big ad alongside a young girl with fantastic figure skating skills, but plot twist, she's missing someone from the crowd. This one is sure to pull at the heartstrings.
Toyota
Toyota originally said they were giving the Super Bowl ad a miss for 2024 but changed their mind. The brand is an official partner of the NFL and has decided to leverage the partnership and roll out a suite of ads. While some feature YouTuber Pushing Pistons having his review videos of the Toyota Prado ruined by two-time Superbowl winner Eli Manning, there also appear to be ads showcasing the all-new Tacoma pickup and how passengers utilise the grab handle.
Volkswagen
VW is marking 75 years since the first Beetle was brought to the US with its big game ad. It is also 10 years since the last time the brand advertised during the Super Bowl. The nostalgic ad which features both archival, pop culture and reenactment vision tracks the brand's rise set to Neil Diamond's I Am... I Said.
Kawasaki
The motorcycle and off-road vehicle maker made its Big Game debut in 2024 with its ad called "Mullets", featuring the all-new Kawasaki RIDGE side x side. With the tagline 'business at the front, party at the back' what's not to love about this ad which sees mullets appear on everyone and and everything it crosses?!
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