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Auto Commercials are Where It’s at This Super Bowl

by Ford Saeks

Although there are important differences between marketing (what we do) and advertising, we’re just as excited as the next guy for this Sunday to roll around so we can check out all the new Super Bowl commercials.  Why?  Because the commercials have become as much of an attraction as the game itself, with companies spending as much as $4 million on just 30-seconds of ad time.

After taking a sneak peek at about 15 of this year’s Super Bowl commercials, we found that the auto commercials are where it’s gonna’ be this Sunday!  Which ones, specifically?  Check them out below:

1.  Jaguar’s British Villains “Good to be Bad” Commercial


What we love about this commercial is the fact that it feels more like a commercial for a sexy action film than a commercial for a car.  It’s got all the necessary elements: a fast car, private helicopter, secret underground headquarters and, of course, British villains.

The big blockbuster feel shouldn’t surprise us because the commercial was directed by Oscar-winning director Tom Hooper and stars three iconic British actors known for their villainous movie roles: Sir Ben Kingsley, Tom Hiddleston and Mark Strong.

The commercial showcases the new Jaguar F-Type coupe beautifully, and introduces #GoodToBeBad.  We couldn’t agree more.

2.  Volkswagen’s “Wings” Commercial

We’re not going to lie… this one made us chuckle.  And not just once—several times.  We don’t know which particular elements left us with a grin… snarky teenage daughter, stuffy German engineers sprouting wings, jaunty background music, or the unlucky engineer who discovers a rainbow has shot out of his butt…. but this one just works.

Best yet?  You remember the overarching message: Volkswagen has more vehicles on the road with over 100,000 miles than any other brand.  Mission accomplished.

3.  Kia’s “The Truth” Commercial

Okay, we definitely don’t love Kia’s “The Truth” as much as “Good to be Bad” or “Wings,” but it’s still grabbed our attention.  Obviously, Laurence Fishburne as Morpheus from The Matrix makes it… and his rendition of Puccini’s “Turandot” is the icing  on the cake.

The commercial probably doesn’t communicate it’s overarching message quite as well as Volkswagen’s commercial, but you definitely get it—Kia has a new commitment to luxury.

So What Do You Think?

Do you agree with us?  Were you equally impressed with this year’s Super Bowl auto commercials?  Were there other commercials that really grabbed your attention?  Sound off in the comments below!

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