Automakers and automotive insurance providers are making major investments television commercials during the big game, aka Super Bowl. There will riveting rides in new vehicles with stars or themes of mobility empowerment from Kia, pay-as-you-go insurance, Mercedes-Benz, Lexus, Hyundai and Toyota
Kia Stinger Speeds Back in Time
Steven Tyler will turn back the hands of time with start button in the all-new 2018 Stinger in Kia Motors’ Super Bowl ad .
As the haunting notes of “Dream On” play backwards, two-time Formula One and Indianapolis 500 champion Emerson Fittipaldi looks on approvingly as Tyler approaches a Kia Stinger on an abandoned racetrack. Once inside, the Stinger GT’s twin-turbo, 365-horsepower engine is put to use – in reverse – sending Tyler on a transformative journey back to the seventies. Working in close collaboration with Tyler, state-of-the-art video and CGI work helped bring the music industry icon’s 25-year-old persona to life on the screen to stunning effect.
Designed in Frankfurt and developed on Germany’s famed Nürburgring under the watchful eyes of two auto industry legends – Peter Schreyer, Kia Motors’ president and chief design officer, and Albert Biermann, head of Vehicle Test and High-Performance Development – the Stinger is unlike anything seen before from the brand. Recently named “Vehicle of the Year” by Roadshow by CNET and available in both rear- and all-wheel-drive, the Stinger GT, with its twin-turbo V6, pushes the sports sedan to a top speed of 167 miles per hour and from zero to 60 miles per hour in 4.7 seconds.
Metromile Goes Extra Mile
Metromile, pay-per-mile car insurance launched its first-ever Super Bowl spot targeting low-mileage drivers in the Pacific Northwest. The ad, “Dear Portland,” will air during the last time slot before the Super Bowl LII halftime show.
Metromile is the obvious choice for the 78 percent1 of Portland’s daily commuters who use TriMet instead of driving. The pay-per-mile model is designed to meet the needs of low mileage drivers, no matter how they drive.
Developed in-house by Metromile’s creative and marketing teams, the 60-second television commercial showcases the pay-per-mile model as the best way for low mileage drivers to get full coverage car insurance at a fraction of the price. As part of a larger regional push, the brand has also committed to running “Dear Washington,” an alternative version of the spot, in the Seattle TV market.
Lexus Long Live the King Black Panther
Lexus will air a commercial in Super Bowl LII. The spot, “Long Live the King,” pairs the flagship luxury performance sedan 2018 Lexus LS 500 F SPORT with the Black Panther, played by Chadwick Boseman.
The high-impact story in “Long Live the King” revolves around the character of T’Challa in his role as Black Panther recovering stolen vibranium, the mythical ore found only in the Black Panther’s home of Wakanda, and his nearly simultaneous need to represent his country as king at a world leadership conference. The Lexus LS 500 F SPORT is the only vehicle both powerful and luxurious enough to keep pace with a Super Hero and escort a king. With appearances by the country’s elite bodyguards, the Dora Milaje, and unexpected help from Wakanda, “Long Live the King” will engage fans of the Super Bowl and “Black Panther” alike. The Lexus LC 500 luxury performance coupe used in the film also has a cameo.
Merecedes-Benz Last Fan Standing
For Mercedes-Benz USA (MBUSA), this year’s big game is actually called “Last Fan Standing,” and you can bet this chance to win a coveted Mercedes-AMG high-performance sports car will go into overtime! While New England and Philadelphia wage the ultimate battle for this year’s professional football championship title, thousands of dedicated Mercedes-Benz fans across the U.S. will have to fight the distractions of an exciting game, hilarious advertisements and a jaw-dropping halftime performance to keep their eyes, and fingers, on the prize.
On game day, Feb. 4 (12:00am – 6:25pm), players can officially register and read up on tips and tactics for success, such as phone charging advice, tackling bathroom breaks and more.
After registering on Feb. 4, players who share on Twitter that they’re joining the game can score a one-off, five minute “timeout” to use at their convenience – a real lifesaver for a challenge that could last long beyond the football game’s final whistle.
Hyundai Designed to Save the Day
Hyundai’s Super Bowl LII campaign will surprise and thank millions of people who have contributed to the fight against pediatric cancer. For the first time ever, Hyundai will feature its non-profit organization, Hyundai Hope On Wheels, in its Super Bowl marketing with a 60-second spot that will air in the fourth quarter and will include content captured on game day. Hyundai will also run a new spot in the pre-game show featuring its first-ever subcompact SUV, Kona.
The final piece will be edited on-site in Minneapolis and is being brought to life by Hyundai’s agency of record, INNOCEAN USA. It will be produced by Anonymous Content and directed by John X. Carey, a film director who is responsible for numerous successful commercials and was recognized as a top 20 content creator by Adweek.
Highlighting Hope at the Super Bowl
For its 20th anniversary, Hyundai Hope On Wheels, a non-profit organization that is committed to finding a cure for childhood cancer, will get the Super Bowl spotlight. The organization provides grants to eligible institutions nationwide that are pursuing lifesaving research and innovative treatments for the disease. Since its inception, it has awarded more than $130 million toward childhood cancer research in pursuit of a cure.
During Super Bowl week, Hyundai Hope On Wheels will also be making grant announcements to two Minnesota hospitals and providing two childhood cancer survivors with a Super Bowl experience of a lifetime.
Toyota Mobility & More
Toyota is returning to the 2018 Super Bowl with three ads in the most-watched television event of the year. For the first time in the company’s history, Toyota will have three primetime commercials from two different campaigns leading the first quarter, post-halftime and second half. Two spots will air from its first-ever global campaign, “Start Your Impossible,” which communicates the company’s shift to a mobility company and aims to inspire consumers to take their first step to unleash their potential. The third spot will air from its domestic U.S., longtime campaign “Let’s Go Places,” empowering viewers to see what they’re capable of when unity is embraced.
In the first ad break to appear post-kickoff, Toyota’s television spot “Good Odds,” from their “Start Your Impossible” campaign, will air. The :60-second spot celebrates Toyota’s evolution to a mobility company and its eight-year global sponsorship of The Olympic and Paralympic Games by highlighting the real-life story of Canadian Alpine Skier Lauren Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist.
Prior to the halftime show and following the Toyota Halftime Report and a throw from NBC Sports anchor Dan Patrick, Toyota’s :60-second ad, “One Team,” features an amusing, light-hearted narrative illustrating how people from diverse backgrounds unite to celebrate the spirit of what brings them together, their shared passion of sports. The spot will be unveiled on Saturday, February 3.
Finally, in the second half, Toyota will air a moving message promoting mobility as a human right in “Mobility Anthem,” and “Start Your Impossible,” which features people from ages ranging 1 to 100 in all stages of life including world-renowned Olympic and Paralympic athletes.
You visit YouTube.com/Toyota. Toyota’s “One Team” spot from the “Let’s Go Places” campaign will premiered Saturday February 3.
Toyota’s “One Team” spot from the “Let’s Go Places” campaign.