We eagerly anticipate the mid-February showdown between Taylor Swift and her boyfriend, Tim Football, or a similar alias. However, our excitement extends beyond the game as we anxiously await the potentially fantastic halftime advertisements, particularly those related to cars, during Super Bowl LVIII. Unfortunately, this year, we anticipate a continuation of our complaints from 2023, noting a potential scarcity of commercials to highlight.
In 2022, approximately ten Super Bowl spots were tied to new cars or car-related services. However, last year saw a decrease to eight, with reasons ranging from inventory shortages to the rising cost of a 30-second ad timeslot. This year, the trend continues, with automakers reportedly cutting back on halftime ad spending in favor of more targeted marketing campaigns.
Ahead of the game, we have glimpses or teasers from Super Bowl regulars Kia, BMW, and Volkswagen:
- Kia’s “The Power Within” focuses on its new all-electric EV9, taking a more serious tone.
- BMW’s “Talkin’ Like Walken” features Christopher Walken and musician Usher, highlighting the new all-electric BMW i5.
- Volkswagen’s “Car Meet Up” celebrates the automaker’s 75th anniversary in the U.S., showcasing a custom car meet of old Volkses.