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Watch Every 2018 Super Bowl Car Commercial on MotorVero
Super Bowl Auto Ads: How Car Brands Dominated the Big Game
Featured Insight: While overall automotive ad spending during the Super Bowl declined for the first time in six years, select brands like Lexus, Kia, Hyundai, and Toyota delivered memorable commercials that blended entertainment with emotional storytelling. These ads generated significant consumer engagement despite fewer automakers participating compared to previous years.
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The Changing Landscape of Super Bowl Automotive Advertising
The Super Bowl remains the crown jewel of American advertising, offering brands an unparalleled platform to reach millions of engaged viewers. For automakers, the big game presents a golden opportunity to showcase new models and cutting-edge technology to a captive audience. However, recent trends indicate a strategic shift in how car manufacturers approach this premium advertising real estate.
Industry analysis reveals several key developments in Super Bowl automotive advertising:
- Selective Participation: Only four automakers (Kia, Hyundai, Lexus, and Toyota) committed to Super Bowl ads, down from six the previous year
- Emotional Storytelling: Brands increasingly focused on heartfelt narratives rather than pure product showcases
- Celebrity Partnerships: High-profile collaborations with movie franchises and music icons
- Cause Marketing: Several ads tied vehicle promotions to social causes and charitable initiatives
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Breaking Down the Most Memorable Auto Ads
Lexus LS 500 F Sport: Wakanda Comes to the Super Bowl
Lexus partnered with Marvel Studios to create a 60-second pregame spot featuring the Black Panther (Chadwick Boseman) and the luxurious LS 500 F Sport sedan. The commercial masterfully blended superhero action with automotive elegance, showcasing:
- The vehicle's sleek design through dynamic chase sequences
- Advanced technology via the remote driving feature
- Premium positioning with the "world leadership conference" setting
Marketing experts praised the ad for its seamless integration of entertainment and branding, though some viewers questioned the unrealistic urban environment that appeared completely devoid of traffic or pedestrians.
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Kia Stinger: Rock Legend Steven Tyler's Reverse Aging Act
Kia's bold commercial for the performance-oriented Stinger featured Aerosmith frontman Steven Tyler undergoing a dramatic Benjamin Button-style transformation. The ad stood out for its:
- Clever use of classic rock ("Dream On") to underscore the car's youthful appeal
- Visually stunning reverse-aging effect achieved through makeup and CGI
- Easter egg for attentive viewers - a hidden message when played backward
While the surreal desert setting and spontaneous audience appearance stretched believability, the ad successfully positioned the Stinger as a vehicle that recaptures the excitement of youth.
Hyundai's Emotional One-Two Punch
Hyundai took a dual approach with their Super Bowl advertising strategy. The first ad for the Kona subcompact SUV took a comedic route, featuring a soccer referee who abuses his power to clear a field so he can watch the game. This lighthearted spot contrasted sharply with their second commercial, "Hope Detector," which:
- Highlighted Hyundai's partnership with childhood cancer research
- Featured real stories of patients helped by the automaker's donations
- Created an emotional connection between car owners and beneficiaries
This combination of humor and heartstring-tugging demonstrated Hyundai's ability to balance entertainment with meaningful messaging.
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Toyota's Paralympic Inspiration and Mobility Vision
Toyota delivered perhaps the most conceptually ambitious ads of the game. "Good Odds" followed the journey of a footless infant who grows up to become Paralympic champion Lauren Woolstencroft, tying into Toyota's "Mobility for All" campaign. The automaker also presented a rapid-fire vision of future transportation featuring:
- Over 260 shots in a single minute
- Multiple concept vehicles and mobility solutions
- A global perspective on transportation challenges
While some viewers found the montage overwhelming, the ads successfully communicated Toyota's broader vision beyond just selling cars.
Notable Absences and Strategic Shifts
The reduced presence of automakers in Super Bowl advertising reflects broader industry trends and strategic calculations:
Why Some Brands Sat Out
- Cost-Benefit Analysis: With 30-second spots costing approximately $5 million, some manufacturers questioned the ROI
- Digital Alternatives: Many brands are shifting budgets to targeted digital campaigns
- Product Cycles: Some automakers lacked major new launches to justify the expense
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Emerging Advertising Trends
Automakers that did participate demonstrated several evolving approaches to Super Bowl marketing:
- Extended Content: Many brands released extended online versions of their commercials
- Cross-Promotions: Partnerships with movies, music, and social causes
- Emotional Resonance: Greater focus on storytelling over product specifications
Consumer Response and Marketing Effectiveness
Post-game analysis revealed interesting patterns in how viewers responded to the automotive commercials:
Most Shared and Discussed Ads
- Lexus' Black Panther spot generated significant social media buzz
- Hyundai's "Hope Detector" resonated emotionally with viewers
- Kia's Steven Tyler transformation became a watercooler conversation piece
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Impact on Brand Perception
Industry studies conducted after the game showed:
- Increased brand favorability for Hyundai and Toyota
- Improved perception of Lexus as innovative and stylish
- Stronger association between Kia and performance driving
Key Takeaway: While fewer automakers participated in Super Bowl advertising, those that did created campaigns that successfully blended entertainment with emotional storytelling, resulting in strong consumer engagement and positive brand associations.
What These Ads Reveal About Automotive Marketing
The Super Bowl commercials provide valuable insights into the current state and future direction of car advertising:
Shifting Priorities in Auto Marketing
- Experience Over Specifications: Few ads focused on horsepower or fuel economy
- Brand Values Matter: Viewers responded to messages about mobility, hope, and innovation
- Celebrity Endorsements Evolve: Star power now serves narratives rather than dominating them
Lessons for Future Campaigns
Marketing experts identified several successful strategies worth emulating:
- Balancing humor with heartfelt moments
- Creating ads that work as both entertainment and branding
- Developing multi-platform campaigns that extend beyond the TV spot
- Aligning with cultural moments and social causes
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Looking Ahead: The Future of Super Bowl Auto Ads
As advertising costs continue to rise and viewer habits evolve, automakers face important decisions about their Super Bowl strategies:
Potential Developments
- More Targeted Participation: Only brands with major launches or rebrands may justify the expense
- Greater Digital Integration: Interactive elements and social media tie-ins
- Continued Cause Marketing: Linking vehicle promotions to social issues
- Augmented Reality Experiences: Allowing viewers to "see" vehicles in their space
While the Super Bowl remains advertising's biggest stage, automakers will need to continually innovate their approaches to stand out in an increasingly crowded and expensive media landscape.
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Last Updated On Aug, 12-2025