Super Bowl LVI kicks off on February 13th and automakers will once again be fighting for your attention as the event is expected to be watched by more than 100 million people.
We’ll be updating this post as Super Bowl commercials are released and will have a final roundup after all the ads air during the big game. In the meantime, here’s a look at some of the ads which reportedly cost $6 (£4.4 / €5.2) million for a 30 second spot.
Kia’s Robo Dog
Kia’s 60 second commercial is called “Robo Dog” and it features a robotic puppy that is sad and just wants to be loved like a real dog. After noticing a man charging his EV6, the puppy flees the store and chases after him.
As the man returns home, the puppy takes a leap of faith and attempts to jump through the sunroof. Unfortunately, his battery dies mid-jump and the screen fades to black. Instead of pulling a Sopranos, the puppy awakens after the man uses the EV6’s vehicle-to-load function to recharge him.
The Super Bowl ad is part of a comprehensive marketing campaign that includes “broadcast, print, out-of-home and social media elements, a special Robo Dog ‘Turn Around Dance’ on TikTok, and a QR Code-based ‘Robo Dogmented Reality’ experience that allows users to search for adoptable animals in their local areas through a partnership with the Petfinder Foundation.”
Nissan’s Thrill Driver
Nissan’s commercial goes in a slightly different direction as their star studded “Thrill Chaser” spot features Eugene Levy and Catherine O’Hara from Schitt’s Creek. They’re joined by Brie Larson, Danai Gurira, and Dave Bautista.
The spot begins with Levy admiring Larson’s 2023 Nissan Z and then taking it for a spin. After passing O’Hara driving an Ariya, Levy transforms into the “star of a high-octane, pedal-to-the-metal action film.”