Super Bowl LVII Car Commercials: What We Know So Far

At $7 million for a 30-second spot, this year Super Bowl commercials are an expensive proposition.That’s why GM brought in Will Ferrell to introduce the idea that you’re about to see GM EVs all over Netflix shows, but only where it makes sense, so no Bolts in Bridgerton.Kia, Jeep and Ram will also have commercials in the Big Game, but our first look at them will have to wait until Sunday. We do know that Kia’s has something to do with a pacifier emoji.

According to Adweek, a 30-second commercial on this year’s Super Bowl television broadcast costs $7 million. At least three automakers have previewed some ads they believe are worth the money. Here’s what we know about the Super Bowl LVII car commercials appearing on Fox when the Philadelphia Eagles and Kansas City Chiefs play Sunday evening.

First up, an ad that’s about as meta as they come. Will Ferrell plays himself as a spokesperson for GM and Netflix about the streaming giant’s promise to use more of GM’s electric vehicles in upcoming shows. A commercial about other commercials, in other words, ones that aren’t supposed to look like commercials but are now being explicitly called out. GM calls it “Giving EVs the Stage they Deserve.”

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Army of the Dead Squid GameBridgerton, and . Will jokes that it wouldn’t make sense to introduces EVs into some of these shows, but at least is guaranteed to feature a GM EV on screen sometime in the next year: a GMC Hummer EV pickup. Netflix also announced that will include a Chevrolet Bolt EUV and that will show a Cadillac Lyriq.

Will Ferrell’s time-tested humor keeps things light, even when he’s being bitten by a zombie from or kidnapped like the characters in . We also see him plopped into scenes from Stranger Things,Queer EyeQueer Eye Love Is BlindUnstable

Stellantis Buys Time for Ram and Jeep

Unlike GM, Stellantis is keeping previews of the Super Bowl commercials for two of its brands, Jeep and Ram, off the Internet for now. The advertising trade media report that Stellantis has purchased two 60-second commercial spots during the game. A Jeep ad will air during the second quarter, followed by a Ram ad in the fourth quarter. Stellantis did not air any commercials in last year’s game.

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Jeep released a short teaser for its spot, showcasing a chameleon in a recording studio and the tagline “Let’s boogie,” followed by a lightning-covered “Freedom is electric.” We’re not sure how that last bit works well with a separate commercial Jeep posted to its YouTube channel this week called “Parking Spot,” which makes fun of electric vehicle drivers trying to find a charging cable buried in snow. One step forward, two watts back.

Kia’s Binky Emoji Mystery

Kia started off with this bizarre teaser, and at that point we only knew it’s got something to do with forgetting babies.

Kia

Today, the automaker dropped the full commercial.

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Binky Dad | The 2023 Kia Telluride X-Pro All-Terrain AWD SUV

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The spot will be Kia America’s 14th Super Bowl commercial, following the story of a robot dog in love with the EV6 last year. Kia is concurrently trying to get some of that sweet, sweet online engagement through a petition on Change.org. The reason for this astroturfed grassroots effort? To demand a Binky emoji.

No, seriously, a major automaker is spending millions of dollars trying to get a pacifier added to the emoji keyboard. It’s like the Ford truck emoji thing but sillier. As of this writing, the petition already has 375 signatures.