Estimates say that more than 100 million people watched Super Bowl® XLVIII, during which automakers spent millions and millions of dollars to grab the attention of car shoppers. Those who didn’t dash to the bathroom between plays were rewarded with more than a dozen car ads over the course of the big game from manufacturers like Ford, Toyota, and Honda promoting family friendly vehicles, while brands like Cadillac, Jaguar, Maserati, and even Kia advertised their more luxurious offerings.
A particularly big surprise was Maserati, who was positioned early in the game with their Ghibli commercial titled “Now We Strike.” Named for an African desert wind, the rear-wheel-drive Ghibli is powered by a 345-hp, twin-turbo 3.0-liter V-6 that can accelerate from 0 to 60 mph in about 5.5 seconds. The all-new Ghibli sedan is priced about $66,900 for the base model and about $75,000 for the high-end S model which is powered by a 440-horsepower/3.0-liter twin-turbo V-6 capable boasting 0 to 60 mph times of 4.7 seconds.
In their first time on the field, Jaguar promoted its new F-Type with British villains and the tagline #GoodToBeBad. Available in both coupe and convertible from about $65,000, the new F-Type is powered by a 340-horsepower/3.0-liter V-6 or, if you like more performance and have $99,000 to spend, a 550-horsepower/5.0-liter supercharged V-8 engine promising acceleration from 0 to 60 mph in just 4.0 seconds and a top speed of 186 mph.
The luxurious Audi A3 ran a spot that advised car shoppers not to compromise — using a goofy “Doberhuahua” as evidence that you can have a car that is both small and powerful. Audi’s compact sport sedan starts at just $29,300 and is powered by a 220-horsepower 2.0-liter turbocharged four-cylinder engine. Watch the Doberhuahua commercial here at YouTube.
Cadillac used the big game to promote its new ATS luxury sport sedan, pitting brother against brother in an ad claiming “Revenge is a dish best served with 272 horses.” See who gets the last laugh by driving a Cadillac that boasts a 3.6-liter V-6 engine with more horsepower than a BMW and a price starting at $33,065 in this big game auto ad.
Kia gave Matrix fans a nod by hiring Laurence Fishburne to promote its brand-new luxury sedan, when “Morpheus” offers an unsuspecting couple a startling choice: “Take the blue key, you go back to the luxury you know. Take the red key, and you’ll never look at luxury the same again.” He then takes them fora ride in Kia’s all-new flagship K900 sedan, first revealed at the 2014 Los Angeles Auto Show. Kia’s first true luxury sedan, the 2015 Kia K900 is a sibling to the Hyundai Genesis, shares its 311-horsepower/3.8-liter V-6 engine, as well as a 420-horsepower/5.0-liter V-8 engine mated to an eight-speed transmission. The 2015 Kia K900 is expected to start at $59,500, not including destination charges, when it arrives in dealerships later this year.
Moving more into the mainstream segment, Ford opened the game with back-to-back commercials featuring James Franco and Rob Riggle and a plane and a tiger to promote the Ford Fusion Hybrid. The commercial two-fer was intended to draw attention to the Ford Fusion Hybrid’s excellent 47mpg city/highway fuel economy, which is #NearlyDouble that of other cars, while its starting price of about $27,000 is quite on par with its competitors.
Hyundai used its Super Bowl airtime to promote its Elantra and Genesis sedans. One commercial called “Be Nice,” showed Johnny Galecki from “The Big Bang Theory” trying to woo a fellow Elantra driver and includes a cameo by comedian Richard Lewis. Underhood, the 2014 Hyundai Elantra is powered by a 145-horsepower/1.8-liter four-cylinder engine with six-speed automatic promising an EPA estimated 28 city/38 highway mpg when equipped with 15- or 16-inch wheels. The Elantra Sedan Sport with 173-horsepower/2.0-liter GDI engine and six-speed automatic transmission achieves an EPA estimated 24 city/35 highway mpg. The new-for-2014 Hyundai Elantra starts at $17,200* and the Hyundai Sport model starts at $21,700* (*with manual transmission and not including delivery fees).
The second Hyundai ad, called “Dad’s Sixth Sense” showed a father repeatedly keeping his son out of danger before finally teaching him to drive in a Genesis with automatic emergency braking. The base-level 2014 Hyundai Genesis is powered by 333-horsepower/3.8-liter V-6 engine and starts at $34,200*; those craving more performance can step up to the 429-horsepower/5.0-liter V-8 R-Spec edition starting at $46,800* (*not including $895 delivery fees). All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle warranty, Hyundai’s 10-year/100,000-mile powertrain warranty, and five years of complimentary Roadside Assistance.
The Muppets took NFL player Terry Crews for a ride in a 2014 Toyota Highlander to show there’s #NoRoomForBoring in Toyota’s popular minivan. Underhood, the Highlander is powered by a choice of fuel-efficient 185-horsepower/2.7-liter four-cylinder engine starting at $29,215* or a more powerful 270-horsepower/3.5-liter V-6 starting at $32,740* (*both are mated to six-speed automatic transmissions); a V-6-powered Hybrid Synergy Drive model matched to a eCVT and starting at $47,300* will be available later this year (*pricing does not include $860 delivery fees). Inside, the Highlander offers three rows of flexible seating and cargo options that allow room for up to eight passengers with 13.8 cubic feet of storage behind the third row, or seating for two with a whopping 83.2 cubic feet behind the first row. The Super Bowl ad celebrates the 2014 Toyota Highlander launch along with the arrival of the Muppets’ all-new big-screen adventure “Muppets Most Wanted,” to theaters in March 21, 2014.
In an emotional 60-second spot during the first quarter of Super Bowl XLVIII, Chevrolet aired an ad featuring a Silverado pickup truck called “Life,” showing support for World Cancer Day on Tuesday, February 4, 2014, and celebrating cancer survivors and those who support them. Through its Purple Roads initiative, Chevrolet has committed up to $1 million to help ensure cancer patients and their families have access to needed services like transportation to and from cancer treatment or a free place to stay while receiving treatment away from home.
Bruce Willis showed he can do more than blow up buildings and crash cars in Honda’s Big Game commercial. Instead, in the commercial called #Hugfest, Willis urged watchers to hug nearby family and friends — while he hugged comic actor Fred Armisen and talked about Honda’s excellent safety ratings. In case you didn’t know, Honda’s Accord sedan and coupe, Civic sedan, and Odyssey minivan, and Acura’s RLX sedan and MDX sport-utility vehicle have earned the highest safety ratings from the Insurance Institute for Highway Safety. If you’re not near the people who matter the most to you, send them this link to give them a special hug from Bruce Willis and Honda.
In Volkswagen’s humorous game day commercial, a father tells his daughter that every time a Volkswagen hits 100,000 miles, a German engineer gets his wings. The automaker claims to have the most cars on the road with over 100,000 miles, and because so many Volkswagens have gone that distance, their wings sprout out at the most inopportune moments — causing engineers to be blown away during wind tunnel testing, or slapped by an attractive woman in an elevator. In the end, the skeptical daughter proposes her own theory on what happens when they go beyond 200,000 miles. You probably don’t want to see, but we hope it smells like Skittles…
And finally, Chrysler asked; “Is there anything more American than America?” In a two-minute commercial at the start of the second half, Chrysler promoted all things American, but especially our cars. Bob Dylan stole the show with his voiceover, saying “When it’s made here, it’s made with the one thing you can’t import from anywhere else, American pride.… Let Germany brew your beer. Let Switzerland make your watch. Let Asia assemble your phone. WE will build your car.”
Ready to shop for your next new car?
Automakers spent millions of dollars on advertising during the Super Bowl to encourage you to think of them when considering your next new car. If you’re ready to go shopping, be sure to stop by www.OpenRoadLending.com first, where new car shoppers have saved an average of $3,078 off MSRP (see site for details). Shop online at OpenRoad Lending to get upfront, competitive dealer pricing information prior to visiting the dealership, and then visit one of our Certified Dealers for a hassle-free car buying experience.