Staff Reports
The 2024 Super Bowl was filled with the revving engines of foreign automakers as the “Big Three” American automakers, General Motors, Ford, and Chrysler, failed to rev their engines and showcase their vehicles during the big game. The decision was likely due to the exorbitant cost of $7 million for a mere 30 seconds of airtime, which these American companies couldn’t justify. But fear not, because four major foreign auto companies swooped in to take the opportunity to show their metal.
‘Big Three’ automakers bailed on EV Super Bowl ads, but four still bought in https://t.co/TPjPlmDRSV https://t.co/TPjPlmDRSV
— Washington Examiner (@dcexaminer) February 12, 2024
First up, Volkswagen strutted onto the scene with its ad, “An American Love Story,” which tugged at the heartstrings of viewers with a nostalgic look at the brand’s history in the U.S. It highlighted iconic vehicles like the Beetle and buses, before teasing the launch of the electric 2025 ID.Buzz, which may hit the market soon. However, while some folks were feeling the love for Volkswagen, others were quick to point out the company’s unsavory past, as it was founded by the labor wing of the Nazi party and used slave labor from concentration camp inmates. Oof, talk about history coming back to haunt you!
Next, BMW rolled in with an ad called “Talkin’ Like Walken,” featuring the one and only Christopher Walken. In the ad, Walken channeled his unique charisma to promote the new BMW i5 M60, complete with a nod to his unmistakable speech pattern. It seems BMW was banking on Walken’s star power to rev up interest in their electric vehicle. But let’s be real, folks were probably more likely to remember the dancing Walken meme than the actual car in the commercial.
Then, Toyota hit the airwaves with its ad for the 2024 Toyota Tacoma, proudly proclaiming it as the “most powerful Tacoma ever.” Toyota, known for its conventional internal combustion engine vehicles, opted to skip the electric vehicle spotlight and showcase good old gas-powered muscle. While electric cars may be hogging the limelight, Toyota reminded everyone that there’s still plenty of love for the classic engines, no fancy electric bells and whistles needed.
Finally, Kia skated into the lineup with its ad “Perfect 10,” which featured a heartwarming story about a young skater and her grandpa. The ad spotlighted Kia’s new EV9, which played a key role in the heartwarming tale. The electric vehicle allowed the grandpa to watch his granddaughter’s skating performance from his window, proving that even electric cars can power emotional moments. If that doesn’t warm your heart, then you might need to check your engine for a little too much cold, hard steel.
So, while the American automakers may have missed the mark, the foreign companies certainly got their motors running and their wheels turning during the Super Bowl. It looks like the big game wasn’t just a battle on the field, but also on the screen, with electric vehicles vying for the spotlight.
