Super Bowl LVI kicks off on February 13th and automakers will once again be fighting for your attention as the event is expected to be watched by more than 100 million people.
We’ll be updating this post as Super Bowl commercials are released and will have a final roundup after all the ads air during the big game. In the meantime, here’s a look at some of the ads which reportedly cost $6 (£4.4 / €5.2) million for a 30 second spot. (Updated 2/14/2022)
Chevrolet: ‘Walter in Winter’ & ‘Silverado EV (The Sopranos)’
Chevrolet aired two spots focusing on the new Silverado, but the one that got our attention of course was the “New Generation,” a modernized version of the opening sequence from the iconic show “The Sopranos.
Polestar: Super Bowl 2022
Polestar aired its first-ever Super Bowl ad during the game with the understated 30-second spot centering around the company’s promise of ‘no compromises’ featuring the 2 electric performance fastback.
Porsche: ‘Top Gun: Maverick x Porsche’
Porsche is promoting its presence in the upcoming film “Top Gun: Maverick” with the Super Bowl spot showing plenty of footage of Tom Cruise springing back to action as Lt. Pete “Maverick” Mitchell.
GM: Dr. EV-il
Two decades after the last installment of the Austin Powers franchise and GM is bringing Dr. Evil back to life for its Super Bowl ad with Mike Myers as Doctor Evil, Mindy Sterling as Frau Farbissna, Seth Green as Scott Evil and Rob Lowe as Number Two.
The 90-second spot features EVs powered by GM’s Ultium Platform, including the GMC HUMMER EV SUV and Pickup, Cadillac LYRIQ, Chevy Silverado EV and the BrightDrop EV600 as well as Cadillac’s autonomous Halo Concept Portfolio.
Toyota: “Brothers” and “The Joneses”
This year’s Big Game will see two ads from Toyota, the first of which focuses on the journey of two decorated Canadian Paralympian brothers, Brian and Robin McKeever. The other spot is named “The Joneses” featuring the Tundra.
BMW: Something Electric Is Brewing
For the 2022 Super Bowl, BMW has called up former California governor and actor Arnold Schwarzenegger to portray the Greek god of lightning, Zeus, and Salma Hayek posing as his wife Hera, to promote the new electrified iX SUV.
Carvana: Oversharing Mom
Another company that’s making its first appearance on Super Bowl is Carvana. The 30-second spot is about an endearing “oversharer” who, comically, can’t stop talking about the company. “Our customer is at the center of everything we do and ‘Your next customer may be your mom’ is a value that’s central to our DNA, so much so that it inspired our Super Bowl national advertising debut,” said the company’s co-founder, Ryan Keeton.
Kia: Robo Dog
Kia’s 60 second commercial is called “Robo Dog” and it features a robotic puppy that is sad and just wants to be loved like a real dog. After noticing a man charging his EV6, the puppy flees the store and chases after him.
As the man returns home, the puppy takes a leap of faith and attempts to jump through the sunroof. Unfortunately, his battery dies mid-jump and the screen fades to black. Instead of pulling a Sopranos, the puppy awakens after the man uses the EV6’s vehicle-to-load function to recharge him.
Nissan: Thrill Chaser
Nissan’s commercial goes in a slightly different direction as their star studded “Thrill Chaser” spot features Eugene Levy and Catherine O’Hara from Schitt’s Creek. They’re joined by Brie Larson, Danai Gurira, and Dave Bautista.
The spot begins with Levy admiring Larson’s 2023 Nissan Z and then taking it for a spin. After passing O’Hara driving an Ariya, Levy transforms into the “star of a high-octane, pedal-to-the-metal action film.”
WallBox: #SuperchargedSeth
Marking Wallbox’s first ever TV commercial airing in the U.S., the spot features a lightning strike survivor who is afraid of electricity, except when using the company’s electric vehicle charger. “Our spot calls upon viewers to embrace electricity by watching Seth demonstrate how easy it is to use a Wallbox charger, a climate-friendly alternative, to charge his electric vehicle,” said Barbara Calixto, Chief Marketing Officer of Wallbox. “As we say, if Seth can do it, so can you.”
WeatherTech: Special Ops
To showcase its range of precision-fit, weatherproof floor mats, WeatherTech’s commercial introduces us to a “special ops unit” that that goes to extra lengths to install the brand’s most popular products. “For our ninth year as a Super Bowl advertiser, we wanted to get back to our key product messages of quality, American-made vehicle protection products,” David MacNeil, founder and CEO said.
Vroom: Flake The Musical
Online used-vehicle retailer Vroom has released a musical-inspired commercial for Super Bowl LVI, highlighting the company’s ability to easily sell your car.
Everything Else
While the automotive industry, per usual, takes up a significant chunk of air time during Super Bowl Sunday, there are many other companies taking part in the advertising blitz, including Sam Adams, Doritos, Bud Light, and more. Scroll down to check them out.
Budweiser: ‘A Clydesdale’s Journey’
Lays: Super Bowl 2022 with Paul Rudd and Seth Rogen
Doritos: Push It
Pepsi: ‘Road to Super Bowl LVI’
Amazon: ‘Mind Reader’
Bud Light Seltzer Hard Soda: ‘Land of Loud Flavors’ & ‘ Zero In The Way’