Besides tuning in for the game and the halftime entertainment, the thing most discussed after the Super Bowl are the ads.
The first truly ground-breaking commercial was the Apple’s ad in 1984 directed by Ridley Scott that premiered during third quarter of the game that saw the Oakland Raiders defeated the Washington Redskins.
While now not as important—due to the rise of being able to watch an ad at anytime on social media or websites—a Super Bowl ad is still a major tentpole for as campaign, especially the automobile industry.
Following is a recap of the ads that ran during Super Bowl LVIII:
Christopher Walken starred in BMW’s 60 second spot, will focus on EVs. The company is returning to the Super Bowl after skipping last year.
The ad started at a mansion, with different people doing their imitations of Walken to the actor—including halftime performer Usher. The ad, which aired between the 1st and 2nd quarter, focused on BMW’s new hybrid and electric models, like the newer 7 and 5 Series models.
Toyota, after initially planning to sit this year out, went for a comedic touch as well for it ad for their 2024 Tacoma. Titled Dareful Handle, the ad aired during the 3rd quarter of the game.
Volkswagen, celebrating its 75th anniversary, aired a documentary-style ad named “Arrival.” during the 3rd quarter.
Its first ad for the game since 2014, the Germany automaker highlights how far the company has come from its humble roots with the Type 1/Beetle in the 1950s to the introduction of the all-new ID Buzz all-electric van set to go on sale in June.
Kia America arguably produced the ad that most pulled at the heart strings of any Super Bowl ad focus for the 2024 Kia EV9 three-row EV SUV. The full minute aired during the fourth quarter of the game and market’s the kick of the brand’s new flagship vehicle with a story line of a young girl competing in a figure skating competition with an empty seat for a missing family member.
Her father then use the car to light up a pond where her wheelchair-bound grandfather can watch her skate from his house.
Advertising for the first time during the Super Bowl, Kawasaki is promoting the new RIDGE side x side and that features two men who grow magical mullets when they drive the vehicle.
As the first quarter ad points out with the wind flowing through the gentlemen’s mullets, the new Kawasaki’s are extremely notable for their creature comforts, tech package, and available installed HVAC.