Mobility Super Bowl Ads: BMW, KIA, Nissan, Toyota, Wallbox + Uber Paltrow V Smelling Candle

NBC has sold out all of it Super Bowl ad at $7 Million per 30 second spot. Five automakers are showing ads during the game GM, KIA, Hyundai, Toyota and BMW plus charging company Wallbox. GM has not released its commercial, yet.

The BMW ad stars former governor of California Arnold Schwarzenegger as Zeus for BMW Electric with something brewing on February 13.

Kia is promoting the EV6 with a robo dog who chases after an EV6.

– Debuting ahead of the big game, Kia returns to the Super Bowl with a :60-second spot featuring the all-new, all-electric Kia EV6, the brand’s first dedicated battery electric vehicle. The EV6 is the first of 11 all-new electrified models Kia will introduce globally by 2026 under Kia’s Plan S strategy. The comprehensive marketing campaign 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.

Toyota is showing its “FInd Your Groove” with the first ever Corolla Cross and 5 dancers.

In “Find Your Groove,” created by Burrell Communications and directed by Daniel Azancot, internet dance phenomenon Aubrey Fisher and his friends pack up for a road trip, utilizing the Corolla Cross to help them find their groove to begin their trip – from an automatic liftgate and spacious cargo area, to five-passenger seating.

Getting behind the wheel of an iconic car can completely transform your attitude. Nissan’s Super Bowl commercial brings that unique confidence to life with an equally iconic cast.

The 60-second ad titled “Thrill Driver” is part of a 360-degree campaign featuring the all-new 2023 Nissan Z* and the all-new, all-electric 2023 Nissan Ariya**. The spot is led by Emmy Award Winning Actor and Co-Creator of Schitt’s Creek Eugene Levy, and includes a special guest appearance by Nissan Brand Ambassador Brie Larson. The ad also features actors Danai Gurira, Dave Bautista and Catherine O’Hara.

“It was a big decision for us to get back into this game; the timing was perfect to put the ‘new’ Nissan on a bigger stage,” said Allyson Witherspoon, vice president and chief marketing officer, Nissan U.S. “This ad takes Nissan’s Thrill campaign to the next level. We have an incredible cast, it is beautifully produced, and it is action packed. We wanted to show how one ride in a Nissan can truly change everything. This is a launching point for the Nissan Ariya and Z, and we will make a big splash on this global stage.”

Thrill Driver’s story unfolds with Levy walking through a studio lot, enjoying his morning coffee, when he happens upon Larson and the all-new 2023 Nissan Z.

Intrigued by the car, Levy demurs Larson’s offer to take the Z for spin, quipping, ‘coffee is enough excitement for me.’ Without much persuading, Levy leaves the studio lot in the Z and heads out for a ride through Los Angeles – driving modestly at first. As Levy begins to ‘feel’ the thrill of Z, he surrenders to the drive and starts shifting the manual transmission like a pro.

Feeling a little more like a rock star behind the wheel of the Z, Levy pulls up next to Catherine O’Hara on the street, who happens to be driving a Nissan Ariya. O’Hara is more than a little surprised to see Levy in the brightly colored sports car. Her reaction says it all.

The transformation continues; it can’t even be stopped when Levy is forced to stop at a traffic light, passing a cafe where Danai Gurira and Dave Bautista are talking about a script. They notice Eugene in the Z – they’ve never seen him in this “cool, badass” light. As the light turns, and Levy enforces the Z’s 3.0-liter twin-turbocharged V-6, both Gurira and Bautista get the same idea.

Within moments Levy is the star of a high-octane, pedal-to-the-metal action film titled “Thrill Driver.” Gurira and Bautista morph into his co-stars, working with Levy to thwart bad guys. Behind the wheel of the Nissan Z, Levy is transformed: his tiny spectacles are replaced by cool shades, long hair flows, he sports a five o’clock shadow, knuckle tattoos, and a black leather jacket. In the movie’s climactic ending, Levy delivers an iconic action-movie one liner, “Cock-a-doodle-do”, before performing a death-defying stunt in the Z.

We come back to reality in a packed movie theater with an audience watching the film’s premiere; they can’t get enough of this new, thrilling Levy. After the show, Levy and his costars leave the theater through a crowd of reporters and fans, headed out to take off in the all-new Nissan Ariya. Levy’s life was completely transformed thanks to the thrill of that one drive in the Nissan Z. Larson, however, is done with giving up the keys!

Wallbox Don’t Fear Electricity

–According to a study by the University of California, an increase of one degree Celsius (1.8 degree Fahrenheit) in the average temperature increases the frequency of lightning strikes by 12%. The average temperature across the globe in 2020 increased by 0.98 of a degree Celsius (1.76 degree F), therefore, we’re on track to see more sparks fly – and, no, not the kind that you may feel when meeting your significant other. But can electricity help reduce lightning strikes? Transitioning to an electric vehicle can be a way to successfully reduce your impact on global warming, and Wallbox can help ease the transition from a gas-guzzler to an electric vehicle by providing a simple, at-home charging solution.

Don’t be afraid to embrace electricity, says Wallbox (NYSE:WBX), a leading provider of electric vehicle (EV) charging and energy management solutions worldwide. The brand shares the first peek of its Super Bowl LVI commercial set to air during the game on February 13, 2022. The commercial features Seth Thomas, a lightning strike survivor from Durham, North Carolina, who, despite his run-in with electricity, uses Wallbox to charge his electric vehicle based on its safety record, ease of use and environmental friendliness. If Seth can do it, so can you.

“EV adoption is accelerating in the U.S., and studies show that new EV drivers primarily charge their cars at home. As a global leader in home charging solutions – Wallbox has the hardware and software solutions designed to simplify the transition for Americans,” says Barbara Calixto, Chief Marketing Officer of Wallbox. “We are thrilled to debut our first commercial in the U.S. during the biggest annual game – Super Bowl LVI – while showing how seamlessly Wallbox chargers can fit into drivers’ daily lives, even for those with electrophobia.”

The 15-second Super Bowl commercial is part of an extensive marketing campaign Wallbox is activating in the U.S. and four key European markets; the UK, Germany, the Netherlands, and Sweden. The campaign, created by DAVID Madrid and DAVID Buenos Aires, will kick off in the U.S. on Feb 4th and peak on February 13, 2022, when the 15″ spot airs during the second quarter of Super Bowl LVI.

Last year GM had Will Ferrell talk about Norway and electric vehicles. Many speculatr there  will be another EV ad this year.

Uber Don’t Eats

The most controversial is when Gwyneth Paltrow tastes “This Candle Smells Like My Vagina”  in the new Uber (Don’t) Eats commercial that will air during this year’s Super Bowl. She says this candle tastes funny–not bad but funny. The bottom of the screen shows the warning “Prop Food. Do not eat anatomy candles.” The ads promote the new Uber delivery service for non-edible items.

Trevor Noah bites into a stick of deodorant.

Jennifer Coolidge bites into a lipstick.