Car companies pull out all the stops for the Super Bowl 0

Every year in America, giant men chase an egg and run into each other a lot. They believe this to be football. Lots of people watch this, unfathomably. Car companies decided to get in on the action, smartly.

A football match in the UK/most of Europe generally includes two halves, some retired athletes talking in suits and men-who-you-recognise-from-that-shampoo-advert kicking a ball. All in all, it lasts about two hours. In America – the land of bigger and better – hundreds of millions of viewers tune in to watch a whole day dedicated to men averaging 6ft 9 pummel into each other, with extravagant entertainment segments including the hyped up Halftime Show (featuring the likes of Beyonce, Madonna and Coldplay – oh my) sporadically separating the sports.

Advertising slots are highly competitive and ridiculously lucrative considering one hundred million plus viewers tune in each year, so companies who can afford it throw their best efforts in to snagging one of the more memorable ads. Car companies have long used the Super Bowl to overtake competition and we will look at some of this year’s efforts, and some of the best of the rest.

Getting in on the joke that the hybrid Prius is often thought of as the ‘goodie-two-shoes’ of the car world, Toyota’s 2016 advert wittily parodies this and manages to do so with an annoyingly memorable soundtrack.


Suggesting that all car experts are born with V8 engines beating in their chests, Hyundai’s message is one of inspiration and love for the automobile industry. We are fans of literary metaphors and wide-eyed optimism, so this was our favourite.


Hyundai also featured a second advertising slot, in which they demonstrated their latest autonomous braking…and what life would look like if everybody was a clone of Hollywood star Ryan Reynolds (utopia, apparently). At least you wouldn’t have to worry about parallel parking.


In a bid to put the emissions scandal behind them, Volkswagen-owned Audi decide the best method is just to move. Move planets, that is. Their ad revolves around space and the feel of the Audi R8 replicating a drive through space. In space nobody can hear you scream about emission figures.


Not one of 2016’s adverts but we include it solely as a bit of comedic foreshadowing is Volkswagen’s 2012 advert which featured a young Darth Vader. If only they knew then what they do now, they probably would want to avoid any associations with being the villainous bad guy accused of destroying planets.


Sure, most of the adverts tend to be marketed towards an American audience but it’s refreshing to see the automobile industry flex their creativity. In a year where the discourse has had cars be the villains, the emission-scandal-air-polluting bad guys, the Super Bowl ads are a helpful reminder that car companies can be fun and fearless.