Only a small number of automakers decided to air advertisements during Sunday's broadcast of Super Bowl LVIII from Las Vegas. Commercials promoting the BMW i5, Toyota Tacoma, Volkswagen ID Buzz and Kia EV9 aired as the Kansas City Chiefs beat the San Francisco 49ers in overtime.
The spots featured a mix of humor, star power, nostalgia and softhearted themes. A 30-second ad in this year's game on CBS, cost about US $7 million, according to Automotive News affiliate Ad Age.
Actor Christopher Walken stars in a BMW ad for the electric i5. People imitate Walken's distinctive voice and cadence throughout the 60-second spot. It includes an appearance by Usher, who performed at halftime.
Toyota's redesigned Tacoma causes passengers to hold on for dear life in a 30-second spot called "Dareful Handle" that the automaker decided to use in the game at the last minute. It captures genuine reactions of actors riding in the passenger seat as professional drivers take them on intense off-road sessions. The ad features the TRD Pro, TRD Off-Road, TRD Sport and Trailhunter trim levels.
Volkswagen celebrated its 75th anniversary in the U.S. with a nostalgic 60-second production. An extended version was released Friday. It was VW's first national Super Bowl spot in 10 years.
Kia put the spotlight on its EV9 utility vehicle in a tear-jerking ad depicting a young figure skater performing for her grandfather. The EV9 just launched in December, so Kia is looking to generate exposure for the three-row crossover.
