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WATCH: All the car ads of Super Bowl LVI

Automotive manufacturers go big with their 2022 ad campaigns

Nissan Thrill Driver 2022 Super Bowl
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Snapshot

  • Kia and Nissan release full Super Bowl commercials ahead of the big match
  • Hollywood A-listers star across multiple manufacturers
  • Polestar takes a swipe at Tesla, Volkswagen

UPDATE, February 14, 2022: Another year, another Super Bowl won and done.

While much of the hype was about the on-field antics between the Los Angeles Rams and Cincinnati Bengals – as well as the stacked half-time show – YouTube has now been flooded with a host of commercials from Super Bowl LVI.

On top of the pre-released videos by Kia and Nissan (further below), a host of other automotive brands put out their 2022 ads, with Chevrolet, General Motors, Toyota, BMW and Nissan all taking up airtime during the broadcast.

All-electric Chevrolet Silverado

Celebrating the release of its first electric pick-up truck, Chevrolet recreated the iconic intro sequence from The Sopranos to show off the EV.

General Motors taken over

Sticking with the Silverado, Chevrolet's parent company General Motors was able to assemble Dr Evil and his offsiders to show off its electric vehicle aspirations, announcing 30 battery EVs will be on sale worldwide by 2025.

Despite being the longest automotive ad at a touch under three-minutes, lovers of the Austin Powers series can reminisce and perhaps hope for a modern reboot.

Toyota – Keeping up with the Joneses

After launching its new Tundra pick-up last year, Toyota enlisted the help of everyone in Hollywood with the last name of Jones (sorta) to promote its latest truck.

Polestar throws shade at Tesla and Volkswagen

Breaking into the North American market, Polestar thought it wise to attack two of its biggest competitors – Tesla and Volkswagen.

In the 30-second ad based around saying "no", the electric vehicle maker called out Elon Musk's space-related dreams ("no conquering Mars") and VW's emissions-cheating history ("no Dieselgate").

We can only hope their own history and future is squeaky-clean.

BMW and Arnie as Zeus

It should be no surprise that 'The Governator' of California is getting around in an EV.

Swapping his military-issue Hummer for the BMW iX, Arnold Schwarzenegger and Salma Hayek play Zeus and Hera, dealing with the struggles of retirement but with an iconic soundtrack.

The story to here

UPDATE, February 11, 2022: Polestar has announced it will be joining a variety of automotive manufacturers with its first-ever Super Bowl ad.

Set to air this coming Monday (Australian time) during the first quarter of the 61st Super Bowl, the 30-second ad has been teased with a 15-second preview online.

Featuring the Polestar 2 fully-electric vehicle, it's the Geely-owned manufacturer's biggest-ever ad campaign as it looks to break into the North American market.

February 5, 2022: The championship game for the 2021 National Football League (NFL) season in the United States is again expected to fetch an enormous audience, with a number of automotive brands joining in on the action.

BMW, General Motors, Kia and Nissan have announced details for commercial spots to be played during this year’s Super Bowl LVI, with other manufacturers – such as Toyota – also expected to make an appearance.

In a similar fashion to a long-awaited movie release, teaser clips for a number of big-budget advertisements have been released on YouTube.

This is the first time BMW has presented a commercial at the prime-time sporting event in more than six years, with the latest rendition set to feature Arnold Schwarzenegger.

The actor and former Governor of California has been drafted by the German brand to portray the Greek God of Lightning, Zeus, in a clear nod to the all-electric i4 and iX – with the tagline ‘Something Electric is Brewing’.

A 30-second snippet is all we’ll see for now, with the full commercial set to be unleashed on February 14.

Archive Whichcar 2021 04 22 Misc 2023 Cadillac LYRIQ 002
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Cadillac Lyriq

General Motors is keeping its advertisement under wraps for now, but it has confirmed it will air one – or potentially two, as seen in 2021 – commercials during the event, which attracted 96.4 million viewers last year.

The advertisement/s will likely feature electric vehicles offered by the Detroit-based multinational, including the Cadillac Lyriq, Chevrolet Silverado EV and GMC Hummer EV.

A report by Automotive News claims web traffic for Cadillac spiked by up to 194 per cent following Super Bowl LV, which featured the Lyriq in two separate commercials: one demonstrating its semi-autonomous capabilities, and the other driven by Will Ferrell for a trip to Norway Sweden.

Other automotive brands also saw jumps in online statistics after the 2021 match.

Meanwhile, Kia has released the entire 60-second spot for its ‘Robo Dog’ ad this week, confirming it will run during Super Bowl LVI.

Featuring the new electric EV6, the Korean brand’s 13th Super Bowl commercial centres around a curious robotic dog “that embarks on a journey to find its true companion”.

The final automaker to release a Super Bowl commercial early (so far) is Nissan, with – perhaps unsurprisingly – the all-new Z sports coupe and all-electric Ariya crossover as the main attractions.

Dubbed ‘Thrill Driver’, the advertisement emulates an action-packed movie thriller with special effects and a requisite skid in a manual Z driven by Emmy Award-winning actor and Schitt’s Creek co-creator Eugene Levy.

The 2022 Super Bowl LVI will kick off at 10.30 am AEDT on Monday, February 14.

Stay tuned – WhichCar will update this article to provide a recap of every automotive commercial played during the match.

Journalist
Jordan Mulach
Contributor

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