Monday Morning Commercial Quarterback: Automotive Spots From Last Night’s Game
Over the past few years, I’ve made a point of live-blogging the Super Bowl automotive commercials on these pages. As it appeared, however, that very few automakers were spending the cash this year to hawk their wares - especially since the ongoing supply chain issues have made selling virtually anything as easy as doinking a field goal attempt off an upright - it was determined that it wasn’t worth doing this year.
But of course, I watched the game last night (as an Ohioan I can’t - by law - call it “The” Game) and made notes. So I’ll present, in order of appearance, links to each automotive - and auto-adjacent - commercial that showed last night, including one that might have been regional but is perhaps worth discussing.
IMMEDIATE PREGAME
Trucks and country music. Of course, why didn’t I think of that? Thankfully, Ram did, pairing anthem singer Chris Stapleton and their new EV truck.
I’m not into superhero, cartoon, comic book, or plastic-toys-from-the-Eighties movies, but it seems that someone in Stuttgart is. Porsche even put their famous crest in the logo of a Transformers film, as well as a 964-chassis 911.
FIRST QUARTER
Yet another Fast and Furious film is coming. I loved the first few but somehow missed the rest. Dom and the rest of the family use CGI to...I dunno. Go save the world? How many Dodge Chargers must die in service of this franchise?
Alicia Silverstone reprises her Cher role from "Clueless" for Rakuten. Halfway through, she wrecks a Wrangler 4XE into what looks to be a debadged Amazon van.
SECOND QUARTER
I’m not sure, but it looks like the drummer from Red Hot Chili Peppers is somehow involved with General Motors putting a bunch of EVs into Netflix franchises.
Apparently, WeatherTech floor mats are the savior of American industry.
CGI animals rejoice at twenty to thirtyish miles of all-electric range from Trail Rated Jeeps.
THIRD QUARTER
This is where we get truly automotive-adjacent if the "Clueless" mention earlier wasn’t enough - Jesse, Walt, and Tuco appear in the iconic Fleetwood Bounder RV to sell chips.
Every parent has been there - going to extraordinary lengths to quiet a kid WHO JUST WON’T STOP CRYING. And yet this supposed hero dad in the Kia commercial still screws up by getting the wrong pacifier.
FOURTH QUARTER
Ram talks about range anxiety and performance anxiety.
REGIONAL
Not everyone saw this one. Considering how Fox was so proud to show Rupert Murdoch sitting with Elon Musk, I really wish this Dawn Project ad aired nationwide. As it is, it's an interesting message reminding people that cars aren't autonomous.
So, thoughts on the game? Thoughts on the heroic displays of capitalism?
Editor's two cents: Ram was quite funny and Will Ferrell for GM was good. Kia had a solid idea with lackluster execution. And that's all I got.
[Image: Ram]
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Some enthusiasts say they were born with gasoline in their veins. Chris Tonn, on the other hand, had rust flakes in his eyes nearly since birth. Living in salty Ohio and being hopelessly addicted to vintage British and Japanese steel will do that to you. His work has appeared in eBay Motors, Hagerty, The Truth About Cars, Reader's Digest, AutoGuide, Family Handyman, and Jalopnik. He is a member of the Midwest Automotive Media Association, and he's currently looking for the safety glasses he just set down somewhere.
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Premature Electrification. Best commercial overall.
Last good car commercial I can remember was Steve Tyler Kia Stinger