2017 Super Bowl LI Auto Ads to Entertain Millions
What’s more American than apple pie? The Super Bowl and star-studded commercials, including a host of auto spots. On Sunday, Fox will broadcast Super Bowl LI from NRG Stadium in Houston, TX. A traditional Budweiser cameo with Clydesdales will appear, and Ford and Mercedes-Benz brands return this year during the game between the New England Patriots and Atlanta Falcons.
Fox is charging $5-$5.5 million per 30-second ad, according to Sports Illustrated. During the first Super Bowl in 1967, 30-second spots were $42,000 a pop. In 2016, 62 commercials aired during the event that attracted 114 million viewers. Some elaborate commercials showcasing American imagination in action are already on YouTube. Auto brands staging 2017 appearances include Audi, Buick, Ford, Honda, Hyundai, Kia, Lexus and Mercedes-Benz. Fiat Chrysler Automobiles (FCA) is playing close to the vest about its ads.
Audi takes a different tack, with a 60-second spot featuring a dad and daughter and a go-kart race to promote gender equality in a Super Bowl spot that also includes the pair driving off in a new Audi S5 Sportback. It’s already garnered 4.8 million views.
Buick’s 60-second commercial in the first quarter makes fun of the “old people” brand misperception, focusing on a pee-wee football game with supermodel Miranda Kerr, as a Buick Cascada convertible and Encore compact SUV roll into the parking lot and a father sees his son transform into NFL quarterback Cam Newton.
Fiat Chrysler will air three spots this year, reports Ad Age, although mum’s the word on content. Alfa Romeo is a contender.
Ford’s 90-second, emotionally-rich “Go Further” spot airs pre-kickoff with Nina Simone singing and Bryan Cranston narrating Ford’s focus on future mobility—touting ride and bike sharing, EVs, new apps, and autonomous vehicles.
What would a game be without Honda exhibiting a new model—the 2017 Honda CR-V compact SUV. Steve Carell graces a teaser, and the actual spot with high school yearbook photos of talking stars including Amy Adams, Tina Fey, Robert Redford, Magic Johnson, and Missy Elliott. Honda also images heritage and dreams with a spot for the Odyssey.
Hyundai works with “Deepwater Horizon” film director Peter Berg to create “Operation Better” that will feature a “live” story during the game that airs before the trophy is presented.
Kia’s 60-second spot in the third quarter promotes its new 2017 Kia Niro hybrid crossover SUV. Melissa McCarthy headlines “Heroes Journey” portraying a kooky environmentalist in a spoof spot where she tries to save a whale, polar ice cap, a tree, and a stampeding rhino.
Lexus returns with 30 seconds in the second quarter to show off its new LC 500 performance coupe in a polished spot called “Man & Machine,” featuring a freestyle dancer, soundtrack from Sia, and voiceover by Minnie Driver.
A little luxury from Mercedes-Benz is back with a commercial that has Peter Fonda stepping into an AMG GT C Roadster accompanied by Steppenwolf’s “Born to be Wild” with an ode to classic film “Easy Rider.” The spot is directed by the Coen Brothers of “The Big Lebowski” and “Fargo” fame.