By on February 4, 2018

It’s time.

The Super Bowl LII automotive commercials are upon us.

I’ll be posting them below the jump, in reverse chronological order from their appearance. Keep refreshing your page to see the latest!

POSTGAME

 

Fourth Quarter

It’s a Jeep commercial. You wouldn’t understand.

Hyundai makes people think they are being randomly selected by airport security, only to let them know that they are good people who have supported pediatric cancer research.

Third Quarter

Toyota, like all car makers, is all about mobility these days. In other words, the next Corolla will be a connected bicycle.

Kia employs a scarf enthusiast.

Jeep and Jeff Goldblum: A magical pair.

Lexus and superheroes – a winning combo.

HALFTIME

Toyota riffs on the old “A priest, a rabbi, and a minister walk into a bar” joke.

Second Quarter

Ram somehow brings Dr. Martin Luther King back to sell trucks.

Jeep: Trail Rated. Unless it’s Road Rated.

Weathertech: Floor mats build the wall.

First Quarter

Ram Trucks brings Vikings to Minnesota. With the help of Freddie Mercury.

 

Toyota looks toward the Olympics and Paralympics that start next week with their first spot of the night.


Pregame

Well, Mercedes-AMG just ran a short commercial endorsing street racing during the pregame – but it’s not on YouTube yet. If it pops up, I’ll share it.

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70 Comments on “2018 Super Bowl LII Car Commercials – Live(-ish) Coverage!...”


  • avatar
    probert

    How many of our tax dollars go to pay for badly photoshopped fly overs. As long as they look like North Korean propaganda images – save the money and let Mrs. Kropnicks nephew, Jimmy, pop some planes in a pic. He’ll do it for chump change.

  • avatar
    Vulpine

    LOVE that Ram commercial! Even if you happen to hate the brand, you certainly can’t ignore THAT commercial.

  • avatar
    FBS

    That Ram MLK Jr. commercial has not gone over well at all, at least on my small corner of the Internet. I’m expecting some big ugly public pushback in the next day or two

    • 0 avatar
      Vulpine

      Is there something wrong with what he said?

      • 0 avatar
        FBS

        The impression I get is that people are upset that FCA are using a speech from our greatest civil rights leader to sell pickup trucks.

        • 0 avatar
          Vulpine

          They didn’t seem to have any trouble with FCA using Paul Harvey a couple years ago.

          • 0 avatar
            FBS

            The political climate today is a bit different than it was a couple years ago.

          • 0 avatar
            Vulpine

            … which suggests that MLK’s message is even more valid today than it was 50 years ago.

          • 0 avatar
            Middle-Aged Miata Man

            “They didn’t seem to have any trouble with FCA using Paul Harvey a couple years ago.”

            Ah yes… that great revolutionary figure and activist, Mr. Paul Harvey.

          • 0 avatar
            whitworth

            What a silly comparison.

            Paul Harvey is a former radio announcer. Why would anyone take issue with that in a car commercial?

          • 0 avatar
            Vulpine

            I gather you never paid attention to his commentary. “And now… The rest of the story.”

          • 0 avatar
            ClutchCarGo

            The difference is in matching the messenger to the audience. Truck buyers are going to relate to Harvey a lot more than MLK. I’m kind of amazed that no one at FCA or the agency saw that the ad would miss out with just about everyone. Fans of MLK would be unhappy with the use of the speech in a commercial, and fans of trucks are likely to be put off by MLK. There’s not much intersectionality here.

          • 0 avatar
            Vulpine

            @CCG: I’m sorry you feel that way. Because I honestly appreciated just how well the commercial was put together. At no point did they try to say the Ram was an aspirational brand but rather a true, working, truck that would reliably serve you throughout your ownership… serving you the way our politicians, military and yes, first responders serve us (or are supposed to.)

            And remember, MLK’s family fully approved the commercial before it ever aired.

          • 0 avatar
            ClutchCarGo

            Vulpine, I was not offended by the ad. In fact, I was pleasantly surprised to hear his words on Super Bowl Sunday, not typically a time to hear inspirational words. I just question the choice by Ram to pair MLK with trucks. I actually thought that the Harvey ad was both brilliant and effective.

          • 0 avatar
            Vulpine

            The way in which Ram presented the trucks was extremely tasteful. They were shown in real-world working situations doing real-world tasks, not (obviously) staged or dominant in the course of the commercial. Sure, it’s a truck commercial but it focused on service, not presentation, to make its point.

    • 0 avatar
      FBS

      Hyundai’s cancer patient ad totally outdid Ram in terms of tastelessness so maybe Ram dodged a bullet

      • 0 avatar
        threeer

        Yeah, I wanted to like the Hyundai ad…but the constant “Thanks for buying a Hyundai, it saved my life” vibe was a bit over the top.

      • 0 avatar
        slavuta

        This is crazy. Hyundai commercials are lame at best. RAM on the other side, nearly brilliant. So what that they used MLK speech? They should stop tying up ideology into this commercial. Just neutrally apply the words to a truck and see what the company trying to sell you.

    • 0 avatar
      baconator

      Yup, I’m seeing that same backlash. The commercial doesn’t seem that bad to me. It must not have seemed like a problem to the King Foundation, either – they’re very selective about their licensing.

      The message is that we all can serve, and it’s not at all farfetched to imply that trucks help us serve people.

      • 0 avatar
        nlinesk8s

        There’s a definite difference between associating your product with something positive, and equating your product with something positive. It’s a fine line, and it takes a deft hand to do it well.

        The ad was great, occasionally showing the truck, until the end. Then you were left thinking: “It’s a truck, not world peace.” I’ve seen cereal ads that left me thinking the same thing. Sometimes people take their products WAY too seriously.

      • 0 avatar
        Vulpine

        Thumbs up, baconator.

        It’s a pity so many want to belittle a message just because it comes from a truck company.

    • 0 avatar
      SCE to AUX

      The King family apparently blessed the RAM ad:

      http://money.cnn.com/2018/02/04/news/companies/ram-trucks-mlk-super-bowl-ad/index.html

      Seems like it really, really cheapens his legacy, and the value of his sermon in the first place.

    • 0 avatar
      brn

      If people really cared about what MLK stood for, they wouldn’t let a stupid commercial upset them.

  • avatar
    pmirp1

    Wrangler commercial wins going away. Brilliant.

  • avatar
    slavuta

    I am wondering if ISIS will stop using Toyota jihad-mobiles because Toyota puts imam next to rabbi?

  • avatar
    Big Al from Oz

    Coming from South Jersey, I’m naturally an Eagles fan. Forced onto me by my family, and every Christmas getting Eagles stuff.

    The Patriots had poorer defence.

    The problem with the Eagles are the colours. That green, even though they changed it to that darker green is disgusting.

    I like some of the stylised eagles on the merchandise. I have an Eagle T Shirt with a great stylised eagle head on it.

    Go the Eagles! Long time coming.

  • avatar
    28-Cars-Later

    I had hope there was some way both teams could lose :D

    Seriously though, congrats to anyone who is happy.

    I personally don’t care. I don’t hope the sport dies out but I do hope the league does. Never did I realize what a giant clusterf*ck of liars, scoundrels, low lifes, and general sh*tbags this league enables – and I’m not even referring to the players.

  • avatar
    Sub-600

    In a few days there will be millions of people in Africa and Central America wearing “New England Patriots: Super Bowl LII Champs” t-shirts.

  • avatar
    bunkie

    I really detest the whole “help ‘insert social cause here’ by buying a car” thing.

    You want to help cancer patients? Donate blood platelets. Or volunteer to support familes of patients or any one of a hundred other material things.

    Having said that Jeep wins, first for their manifesto ad and second for their Jeff Goldblum ad.

    The real winner of the Super Bowl ads was Tide. The premise was brilliant, funny and very effective because it made tou think of Tide no matter whose ad was playing.

    • 0 avatar
      IHateCars

      Agreed….those Tide ads were brilliant. I was faked out a few times especially with the Old Spice ad intro…

    • 0 avatar
      ClutchCarGo

      I briefly thought that the Hyundai ad was going to pair up cancer survivors with people who had made actual personal tissue donations, like blood, bone marrow or organs. That would have been powerful. But, no, it was just a hokey setup for Hyundai to thank themselves for some cash donations.

  • avatar

    Heckuva job to Sergio Marchionne, the self-proclaimed geniuses at FCA marketing and their pliant agency. Do you think MLK softened his racist attackers by pointing to their trucks and saying, “nice, does it have a Hemi in it?”

  • avatar
    kcflyer

    Watching that Jeep Rubicon claw its way up that rocky riverbank was awesome. It shows what an amazing off road vehicle it is. Sure, lots of jeeps never go places I cant go in my car, but seeing what it can do in that environment makes me want one sooooooooooo bad! Very effective marketing in my humble opinion.

  • avatar
    87 Morgan

    I am also on the band wagon of the Jeep commercial with the Red Rubicon fording the river and then climbing the rocks.

    The #1 reason for me was, near as I can tell, there was no CGI, photoshop, or any other camera/cinematic tricks. They set up a couple of cameras and found someone to drive the jeep, you could clearly see the wheels slip, than catch and bounce the crap out of the rig.

    Sometimes simplicity is best. The commercial I am referencing had to have the lowest budget of any of the commercials made for the game. A Jeep, a river with some rocks. Most expensive part, beside the Jeep itself, was the fee they paid to the person to the find the site as it appeared to be a real setting and not staged

    • 0 avatar
      Middle-Aged Miata Man

      It was a “real” setting but definitely staged. Note the disclaimer about 10 seconds in.

      • 0 avatar
        MrIcky

        It may have been a set up course, but there’s no getting around that was impressive. And I think the simple camera angle with no ‘extreme’ drone footage really made it pop. One of the few commercials that would be 100% effective with no sound.

    • 0 avatar
      Matt Foley

      The on-screen fine print at 0:10 says “Closed man-made lake and waterfall.” Good thing, or they’d be deluged with eco-communists outraged over the Wrangler raping Mother Nature.

      Great ad, though. My AWD crossover would never make it out of that stream.

      • 0 avatar
        kcflyer

        Sadly that’s probable true. Didn’t notice the disclaimer but wise of Jeep to avoid the hue and cry from the eco croud. Simple effective marketing.

      • 0 avatar
        87 Morgan

        Thank you for posting the disclaimer. I did not see it.

        Now that I think about it, probably better that it was man made. As I 100% agree the eco warriors would have gone bat sh*& crazy if it was real.

        Does not lessen my sentiments on the commercial, simple straight forward. And seriously, if off-roading is your thing, or you think it could be your thing. How could you not want to go buy a Jeep Wrangler after the commercial? 100% effective.

      • 0 avatar
        silentsod

        I watched it without sound and my thoughts were:
        Damn, look at that thing just go.
        People who bought a f—ing CUV thinking it’s an off roader must be kicking themselves right now.

  • avatar
    kosmo

    Jeef FTW at the NFL level.

    The others were playing high school ball.

  • avatar
    PrincipalDan

    Did Mrs. Brady come out yet to say “my husband can’t throw AND catch the ball” like she did when they lost to the Giants?

    BTW as a lifelong Cleveland fan – if your team has one a championship in the last 10 years I don’t want to hear you complain about anything. I’ve resolved not to whine about the Cavaliers until 2026 minimum.

    • 0 avatar
      Sub-600

      I’m not a Cleveland fan but I’d love to see the Browns do well, no fans have gone through what they have. From losing those AFC Championships to the Broncos in painful fashion to the whole Art Model fiasco, then Johnny Manziel. Wow, talk about victims.

  • avatar
    CincyDavid

    There was some irony in that fact that one of the Jeep ads with a vehicle bounding through running water was immediately preceded by an ad showing people in the 3rd world who walk 6 hours a day to GET TO water.

    Made me chuckle.

  • avatar
    St.George

    The Wrangler wrangling a rocky riverbank was good.

    The Hyundai cancer guilt trip ad was pretty despicable. To me, all of these social justice type ads miss the mark, they’re car companies, not the second coming of Christ.

  • avatar

    The only car spot that stood out was Jeep. I’ve seen real jeeps do that in the real world, but as an advert, perfect. You showed your Unique Selling Point better than any car ad I’ve seen for years.

    Retire Steven Tyler. His act was old by the second album and I have no idea why he gets a commercial every Super Bowl. The sportscar makes you feel young again plot ? Have you ever seen a Corvette or Porsche owner ? (turns to Corvetteforum classifieds to check clean used C6 and wonders if he will fit in the sports seat)

    No more Steven Tyler.

    The buy a car and cure cancer ? Yuk…..uncomfortable, even.

    Ram Trucks with the Vikings was funny, too-note token Girl Viking, although it threatened to cross-over with the medieval plot of a bud light commercial…

  • avatar
    Whatnext

    Has Sergio lined up Pope Francis to do some Fiat commercials? They could certainly use some divine intervention in the sales department.

    • 0 avatar
      Vulpine

      “Has Sergio lined up Pope Francis to do some Fiat commercials? ”

      Did that about four years ago with the Pope’s visit to Philly and his use of Fiats around most of Europe.

  • avatar
    Nick_515

    The Ram commercial was so cheap. Our greatest civic leader saw service as an individual ethos of contributing to resolving the shortcomings of American society, communally. Most of those problems were and remain racially charged, but his message managed to hold universal appeal, despite its racial sensitivity. Ram said eh, it’s good enough to sell some trucks so we can make more money. Sad.

    Hyundai’s ad was also despicable. The ad verifies the implicit truth that faux volunteerism and engagement in do-good-ism is this society’s way of resolving the dilemma between self-centered shallowness and the necessity of a semblance of being ethical, moral citizens. They said, we know that even you know how messed up this whole thing really is, so we’re just going to make sure you don’t even have to deal in it at all! Just buy a Hyundai… and we’ll give you the credentials to save your conscience so you can continue to not care. Yuck.

    • 0 avatar
      Vulpine

      “Ram said eh, it’s good enough to sell some trucks so we can make more money. Sad.”

      It’s a pity you believe that; because RAM made it quite clear they were presenting a political statement in a very respectable manner. You may or may not agree with the message but Ram by no means tried to present the truck as anything it wasn’t.

      • 0 avatar
        Nick_515

        Vulpine, I agree that the ad wasn’t particularly cheap in the details. I recognize the 2019 Ram is a highly anticipated vehicle, with very good reason. I can’t say any more than that because I am not a truck person, but I do respect people that are.

        The problem is, you cannot take historical figures out of contest and subvert their message to sell trucks, not matter how seemingly dignified. It rewrites history, it cheapens their legacy, it reduces the body of knowledge that constitutes the moral compass of the nation into arguments about engine displacement, towing capacity, and depreciation curves. That’s the problem with the ad.

        • 0 avatar
          Vulpine

          “The problem is, you cannot take historical figures out of contest and subvert their message to sell trucks,…”

          Where did they take his words out of context? How does it rewrite history? That commercial was emphasizing the moral compass of this country, not cheapening it. Not once was engine displacement, towing capacity or even depreciation curve mentioned. So the only problem is the perception of the message, not the message itself.

          • 0 avatar
            rpn453

            Using historical figures to sell trucks is totally bogus. But using them to pass a high school history class is most excellent, dude.

      • 0 avatar
        Maymar

        It’s a reasonable message, but could they have not found a way to convey that without invoking someone who was pretty anti-consumerism (and more than a few people have since cut in other segments of that speech to get that point across). At a minimum, not focusing not quite so heavily on the shiny new $50k+ trucks might have been good (along with working in a spectrum of older Rams).

        Alternate rough plan that couldn’t have gone over any more poorly – simple 15 second tag telling people how they spent the other 45 seconds worth of ad cost on trucks they’ve donated to assorted causes, and go to whatever URL to see those trucks at work and find out how to get involved yourself.

  • avatar
    bo darville

    it was nice to see Capt. Jack Sparrow drive that kia backwards. is there another Pirate movie coming out this summer?

  • avatar
    Whatnext

    Whaddya bet a big chunk of the audience thought “What, Morgan Freeman is doing Ram commercials now?”

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