By on February 5, 2017

I’m doing the hard work today – and all for you! I’m couch bound, laptop and beer in hand, here to bring you all the automotive commercials from tonight’s Super Bowl LI.

I’ll update this post, quarter by quarter, with every relevant commercial – after the jump!

Overtime – End Of Game

Hyundai

Shot during the thrilling overtime win by New England, Hyundai had a few extra minutes to finish it up.

Fourth Quarter

Alfa Romeo

Mozzafiato? A cheesy Fiat?

Mercedes-AMG

Born to be wild, indeed.

Third Quarter

Alfa Romeo

More Alfa. My God, what a beauty.

Kia

Melissa McCarthy, tree hugger.

Audi

Controversy, thy name is A5.

Second Quarter

Lexus

Very flexible people dancing. Despite that, an awesome car.

Alfa Romeo

OMFG Alfa Romeo.

Weathertech

Floor mats. Made In America. Laser Cut. Eight pages of ads in every car magazine ever.

Honda

The power of dreams. And the power of animating awful yearbook photos.

Buick

Superstar athlete, supermodel. Rinse, repeat.

First Quarter

American Petroleum Institute

OIL!!!

Michelin

Michelin continues to pull at the heartstrings with a not-so-subtle implication that your loved ones will die if they don’t have Michelins.

Ford

Right after the coin toss came Ford’s commercial.

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50 Comments on “2017 Super Bowl LI Car Commercials – Live(-ish) Coverage!...”


  • avatar
    TMA1

    Ford wants to sell bicycles now?

  • avatar
    GeneralMalaise

    So now the Super Bowl has been fully politicized. No longer a place where a few hours of respite can be enjoyed.

  • avatar
    87 Morgan

    I have to say this was the first time I have ever enjoyed a Buick commercial. Maybe GM got a new ad agency, as the normal one for Chevy at least, blows.

  • avatar
    28-Cars-Later

    Here in the third quarter, NFC team I don’t care about is up 28-3 over the Deflators. Barring an incredible comeback, the bell has tolled for the storied franchise; the air has been let out, as it were.

    • 0 avatar
      PrincipalDan

      Dude, seriously you need to shut up…

      Them deflators still might win, dang it anyhow.

      • 0 avatar

        And they did.

        • 0 avatar
          rpn453

          That was crazy. By mid third quarter, I had pretty much given up on the game and was already hitting the thirty second skip every time a Falcons play ended with time still running.

          Was the HD video quality good on the U.S. feed? My Bell feed had a lot of visible digital compression. I’m wondering if CTV is doing that when they take it over for the Canadian feed. Maybe the quality is being downgraded to try to sell us on the whole 4K thing. The SD channels got a lot worse after HD became common. Some are equivalent to a 240p Youtube video now.

      • 0 avatar
        28-Cars-Later

        My bad, I take complete responsibility. Since everything else is fake these days, #fakesports.

    • 0 avatar
      IAhawkeye

      You forgot the goat was playing, lol.

    • 0 avatar

      I’m not a huge football fan but it’s nice to see a Michigan alum do well. Tom Brady’s success is also a comment on how poorly so many NFL teams evaluate talent. Every team in the league passed him by 5 times in the draft and even New England, which clearly has it together in terms of identifying talent, waited till the 6th round.

      The NFL is in trouble and Brady is about the only good story they have. When Roger Goodell went to award the trophy to Mr. Kraft, the stadium filled with boos. There were people on camera right behind the podium booing him. Then, Kraft dissed Goodell and the league in his acceptance remarks, without getting specific.

      Watching Goodell give Kraft the trophy reminded me of David Stern reluctantly giving the Bad Boys era Detroit Pistons the NBA trophy, or when Al Davis’ Raiders won the Super Bowl.

      • 0 avatar
        28-Cars-Later

        NFL would have been wiser to rig the playoff games for a better matchup, perhaps Dolphins-Packers (although in fairness to the NFL the Steelers had no business being in the playoffs and KC played pretty terribly too in the divisional game I saw so its not like there was a monster AFC team worth watching by the divisional round).

        • 0 avatar
          mason

          “Rigged” games? Not everything has to be a conspiracy. Sheesh.

          • 0 avatar
            28-Cars-Later

            $95 billion will change hands between NFL and college football. But, it couldn’t ever be rigged in any way, no ref could ever be influenced, and no player could be convinced to drop a pass or blow a play, right? Simply unpossible.

            http://www.ibtimes.com/legalized-sports-gambling-americans-bet-95-billion-nfl-college-football-season-mostly-2089606

      • 0 avatar
        PrincipalDan

        Tom Brady’s success is also a comment on how poorly so many NFL teams evaluate talent.

        Yes a 1000 times yes. Every time some idiot spouts off with “But Team X has to take a (Insert Position Here) in the first round!” I think: “Why? They’ll likely turn out to be a bust who’s out of the league in two or three seasons.”

        • 0 avatar
          Lorenzo

          to be fair, MOST players in the NFL are gone in about three years. The father of one baseball prospect was a former NFL player who had played three years, and he urged his son to go with baseball because a star gets more money, and plays longer, and isn’t crippled at age 45.

          He told his son outright: “NFL means not for long.” The father had been dropped in favor of a college kid who was a couple tenths faster in the 40, though by the time he learned how to evade tackles, HE’D be gone too.

  • avatar
    PrincipalDan

    Yeah the Giulia is beautiful, but such a huge question mark in the American marketplace. Will the brand still be in the market in 10 years?

    • 0 avatar
      John-95_Taurus_3.0_AX4N

      I promise you they will.

      Somewhere, in 10 years, some ductape and a safety pin is going to get an Alfa home. When the driver pulls out on the road after 3 hours of “mending”, he won’t be able to wipe the smile off his face.

      That in mind, did Alfa ever REALLY leave us?
      Or, did we leave Alfa?

      Okay, I’m done, but the Giulia is pure sex running around on four rubbers. So, who cares? Ha its worth the risk.

      Would love the manual here in the States, but we need regulations to keep us from hard stuffs, so… there’s that.

  • avatar
    brn

    Feels like Superbowl commercials jumped the shark a few years ago.

  • avatar
    IAhawkeye

    That was the first Super Bowl I’d watched since the 49er’s-Raven’s played like 4 years ago, and I can’t say the commercials were as good as I remembered.

    Besides the first Busch Light commercial I’ve ever seen that showed off their new cans(hell yeah, that’s big deal in these parts! haha), and Alfa Romeo having what seemed like at least 20 commercials I pretty much remember nothing else. I hardly even remember some of the commercials up there.

  • avatar
    zip94513

    Kia had the best commercial. 2nd place goes to Mr. Clean.

  • avatar
    whitworth

    Looks like Audi is having to backpedal on the “equal pay” ad and make justifications for why their male employees are paid more.

    http://twitchy.com/gregp-3534/2017/02/05/super-fail-audi-accidentally-debunked-their-dumb-super-bowl-ad-on-pay-equality/

    Im sure it’s every other business that’s the problem. Or bogus stats used for political gain.

    • 0 avatar
      TonyP

      It’s hard to believe people still buy into the liberal wage gap nonsense. Most numbers do not account for differences in occupations, positions, education, job tenure or hours worked per week. Show me a woman making less than a man who is in the exact same position, with the exact same education, with the exact same experience, the exact same job performance, and the exact same salary negotiation skills.

      http://www.huffingtonpost.com/christina-hoff-sommers/wage-gap_b_2073804.html

    • 0 avatar
      michal1980

      audi completely blew it. But that should be expected from a company that forged emissions tests for years.

      PS you dont or shouldnt judge a persons worth on what they are paid.

  • avatar

    Audi goes with political correctness and ends up offending just about everyone (it’s folks on the left pointing out Audi’s all-male board). Meanwhile Sergio lets the Alfa Romeo marketing team go with sex in two out of three of their ads. There’s a lot of thigh and some very high heels at 0:13 of the “take your breath away” ad, and the second ad is a play on a Dear John letter from a woman who has found a better lover.

    • 0 avatar
      John-95_Taurus_3.0_AX4N

      Sex sells.

      For Alfa’s sake, lets hope so.

    • 0 avatar
      hreardon

      Audi blew the opportunity to present a heartwarming story with an on-the-nose and laughable voice over when, once again, you simply ask Audi to show proof of how they do (don’t) live up to the advertisement’s message.

      At least Alfa knows what they’re selling.

    • 0 avatar
      TMA1

      All those legs brought to my attention was how little leg room there is in the back of an Alfa sedan. Her knees were right up against the driver’s seat. Unless she just happens to be freakishly tall, Alfa’s got a problem. We’ve seen how well the market responds to sporty, high-priced sedans with no leg room.

      • 0 avatar
        Lorenzo

        This is a conundrum. All those sexy models have long legs – they don’t have to be tall to make rear seat leg room look bad. They should use 13 year olds dressed to look older. One comedian noticed that about dating: “If she says she’s 21 but looks 18, she’s 13. “if she says she’s 21 but looks 21, she’s 50.”

  • avatar
    baconator

    Can anyone explain who the audience is for the American Petroleum Institute ad? What was the point of that? And will anyone be swayed by it?

  • avatar
    PCP

    Melissa Mc Carthy totally nailed it, just like she did last Saturday on SNL. The other ads were just so incredibly booooooring. Still want that Giulia, though.

  • avatar
    Hummer

    ….and a Korean company did the most pro-American ad…

  • avatar
    Hummer

    I just tried to build a Guilia with the V6, does that SOB really start at $75k? For $75k the engine better be a large V8 or a V10/V12.

    No way I’m reading this right. I don’t see how the V6 could be more than a $1,000 option over the 4, neither engine looks good enough to sell for over $40k.

    • 0 avatar
      ajla

      In defense of the Quadrifoglio it is quite fast, sounds powerful, and the V6 that Alfa uses has much better Ferrari credentials than the Pentastar Parmesan used in the Maseratis.

      My bigger issue is that there is no in between on the Guilia range. You either buy a 280hp turbo-4 or spend the big bucks to get the 505hp cloverleaf. They really need a ~380hp in between somewhere.

    • 0 avatar
      TMA1

      That’s basically the M4/AMG competitor. The regular Giulia will be as sad looking as an Infiniti with its 17-inch wheels.

  • avatar
    JohnB

    Interesting choice of car for the F-150 to pull out of the snow…

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