Super Bowl LII Pre-Game Commercial Round-up

Chris Tonn
by Chris Tonn
super bowl lii pre game commercial round up

The day is upon us. The Big Game. And I’m not talking about my daughter’s basketball game from which I’ll be rushing home.

It’s the Super Bowl of big games — also known as The Super Bowl. The one time per year when marketers shake off the rust and bring out the big guns for 30 seconds of expensive glory.

This year, perhaps slowed by a football matchup between two Northeastern teams, there have been few commercials revealed — at least so far — in the lead-up to the game. As I’ve done in years past, I’ll be live(ish) blogging all of the automotive commercials throughout the game, but below I’ll share, in alphabetical order, the ones that have already made their way to Youtube.

Hyundai

Hyundai has released a pair of teasers. If you recall, last year the company filmed a commercial during Super Bowl LI where it brought three deployed service members to the game, virtually. This year, according to Adweek, the automaker is focused on bringing attention to the Hyundai Hope on Wheels foundation, which raises funds to fight pediatric cancer.

Hyundai has also enlisted the second-worst youth soccer referee in the world to rush kids off the field, just so he can get in his Hyundai Kona and head towards a big screen. Problem is, at least in these parts, ain’t no outdoor soccer being played this time of the year.

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  • Ajla Ajla on Feb 02, 2018

    I don't mind the Super Bowl. I get to make KC *and* Memphis style ribs plus white queso kettle chip nachos.

  • " I CANT STAND THE NFL AND ALL THAT IT STANDS FOR!" "OH DID YOU SEE THAT COMMERCIAL DURING THE SUPER BOWL!" Die, in a fire, soon. THX.

  • FreedMike This article fails to mention that Toyota is also investing heavily in solid state battery tech - which would solve a lot of inherent EV problems - and plans to deploy it soon. https://insideevs.com/news/598046/toyota-global-leader-solid-state-batery-patents/Of course, Toyota being Toyota, it will use the tech in hybrids first, which is smart - that will give them the chance to iron out the wrinkles, so to speak. But having said that, I’m with Toyota here - I’m not sold on an all EV future happening anytime soon. But clearly the market share for these vehicles has nowhere to go but up; how far up depends mainly on charging availability. And whether Toyota’s competitors are all in is debatable. Plenty of bet-hedging is going on among makers in the North American market.
  • Jeff S I am not against EVs but I completely understand Toyota's position. As for Greenpeace putting Toyota at the bottom of their environmental list is more drama. A good hybrid uses less gas, is cleaner than most other ICE, and is more affordable than most EVs. Prius has proven longevity and low maintenance cost. Having had a hybrid Maverick since April and averaging 40 to 50 mpg in city driving it has been smooth driving and very economical. Ford also has very good hybrids and some of the earlier Escapes are still going strong at 300k miles. The only thing I would have liked in my hybrid Maverick would be a plug in but it didn't come with it. If Toyota made a plug in hybrid compact pickup like the Maverick it would sell well. I would consider an EV in the future but price, battery technology, and infrastructure has to advance and improve. I don't buy a vehicle based on the recommendation of Greenpeace, as a status symbol, or peer pressure. I buy a vehicle on what best needs my needs and that I actually like.
  • Mobes Kind of a weird thing that probably only bothers me, but when you see someone driving a car with ball joints clearly about to fail. I really don't want to be around a car with massive negative camber that's not intentional.
  • Jeff S How reliable are Audi? Seems the Mazda, CRV, and Rav4 in the higher trim would not only be a better value but would be more reliable in the long term. Interior wise and the overall package the Mazda would be the best choice.
  • Pickles69 They have a point. All things (or engines/propulsion) to all people. Yet, when the analogy of being, “a department store,” of options is used, I shudder. Department stores are failing faster than any other retail. Just something to chew on.
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