NFL teams will be battling for the right to appear in Super Bowl LXVIII for a few weeks yet, but seven automotive brands already have been confirmed for appearances: Audi, Chevrolet, Hyundai, Jaguar, Kia, Toyota and Volkswagen. They’ll all be among the companies that ponied-up an average of $8 million per minute for commercial time during this year’s big game, which is scheduled to be broadcast live on the Fox network on Feb. 2, 2014, beginning at 6:30 p.m. (ET).
Taking things alphabetically, Audi will kick off the action with a 60-second spot for the all-new 2015 Audi A3 family. Designed to help the brand reboot its efforts in the premium compact segments, the A3 sedan will arrive in the spring of 2014, with an MSRP of $29,900, and eventually be joined by convertible, diesel and high-performance S line configurations, as well as a plug-in hybrid in 2015.
Said Loren Angelo, director of Marketing for Audi of America. “We’re excited to once again return to America’s biggest advertising stage, the Super Bowl, for our seventh consecutive year. As one of the most highly-anticipated viewing events of the year, the Super Bowl is the perfect venue to launch the all-new, technology-advanced Audi A3, set to be a game-changing vehicle for Audi in the U.S.”
Fans of the four-rings brand can look for the 2014 Audi A3 right after the second-half kickoff.
Super Bowl 2014 Ad Preview: The Bowtie Is Back
After sitting out last year’s game under the troubled regime of Joel Ewanick, GM’s former global marketing chief, the General has decided to jump back into the fray for the 2014 event. And although the company didn’t reveal exactly which players will be on the roster, there will certainly be a strong contingent from Chevrolet. Speaking earlier this year, the brand’s global chief marketing officer, Tim Mahoney, noted that: “The timing of Super Bowl XLVIII lines up perfectly with our aggressive car and truck launch plans. The Super Bowl is a great stage for showcasing the Chevrolet brand and our newest cars and trucks.”
Of course, with so many to choose from, it’s a bit tricky to guess who’s going to make the cut. Some variant of the all-new 2014 Chevy Corvette Stingray—perhaps the convertible or the new Z06 hi-po model—would be a no-brainer, but the brand could share the wealth with spots for the upcoming 2015 Chevy Colorado mid-size pickup, the full-size 2015 Chevy Tahoe and Suburban full-size SUVs, or the revitalized Chevy Sonic sedans.
Super Bowl 2014 Ad Preview: New Plays for Hyundai Elantra, Genesis
Hyundai will be airing Super Bowl commercials for the seventh straight season, this time with a pair of ads that will feature the refreshed 2014 Hyundai Elantra and the redesigned 2014 Hyundai Genesis sedan.
The first spot, scheduled to run during the first quarter of the game, will be a 30-second commercial called “Dad’s Sixth Sense” that highlights the sophisticated driver-assistance features in the new Genesis sedan. Then, in the fourth quarter, the Hyundai Elantra will star in “Nice,” another 30-second ad that focus on, well, just how nice the new Elantra is.
The party line from Steve Shannon, vice president of Marketing for Hyundai Motor America: “Cars have become more than just a means of transportation—they play an active role in many parts of our lives. Our creative campaign this year highlights how Hyundai continues to be ‘there for you’ and your family. Whether it’s safely reacting to unexpected surprises on the road in the premium Genesis or dialing up the fun in an Elantra, Hyundai is an ideal driving companion.”
Super Bowl 2014 Ad Preview: A First Down for Jaguar
Jaguar will build on a very strong 2013 selling season—including a triple-digit gain in November and a +40 percent year-to-date advance—by running its first-ever Super Bowl ad in February. The 30-second commercial is scheduled to appear during the second half of the game and highlight the striking new 2014 Jaguar F-TYPE Coupe that debuted at this year’s Los Angeles Auto Show.
Just don’t expect the new commercial to exhibit any of that stereotypical British restraint. As explained by Jeff Curry, brand vice president of Jaguar North America: "The campaign signals that the F-Type Coupe is the new British bad boy in the segment and is designed to disrupt the tradition-bound sports car market. We look forward to bringing the best of British film to the Super Bowl viewing audience with renowned actors and Academy Award-winner director Tom Hooper."
With a range-topping Type R model that offers 550 hp and 0-60 sprint times of 4.0 seconds flat, the 2015 Jaguar F-Type Coupe is expected in dealerships in the spring of 2014.
Super Bowl Ad Preview: Kia K900 Joins the Luxury League
Kia has had plenty of success with its past Super Bowl promotions, but this year will be a little different: For the upcoming game, the brand will attempt to gain ground in a new segment with its first flagship luxury sedan for U.S. drivers.
“Kia has always been willing to challenge the status quo, and with next year marking our 20th anniversary in the U.S., we are making our boldest statement yet and redefining what the Kia brand stands for with the launch of the K900,” said Michael Sprague, executive vice president, Marketing & Communications, Kia Motors America. “The K900 is a modern and new twist on luxury, and our campaign provides a long-term platform to speak to and engage with confident, independent thinkers who actively seek out new products and unique ideas from up-and-coming brands.”
Now, to be clear, the launch campaign for the 2014 Kia K900 already is underway, with its first 30-second TV spots premiering on Christmas day during nationally televised NBA games. The Super Bowl effort, however, will run a full 60 seconds to help further introduce potential customers to Kia’s rear-wheel-drive luxury sedan.
Super Bowl Ad Preview: Is the Force Still with VW?
Ever since launching its signature “The Force” ad during the 2011 telecast, and right up through last year’s Brand Bowl-winning efforts, VW has been significantly raising ye olde bar for Super Bowl advertising. But that doesn’t faze Vinay Shahani. According to the vice president of Marketing for Volkswagen of America: “With an unrivaled history of compelling storytelling and iconic advertising, Volkswagen gladly accepts the challenge of keeping fans smiling during the Big Game’s commercial break. We look forward to engaging more fans with another chapter of the VW brand story.”
VW is another company keeping its Super Bowl details under wraps, but with the brand promising its 2014 Super Bowl spot would be “uniquely Volkswagen,” a focus on its diesel models—conceivably heralding the all-new 2015 VW Golf TDI and friends—wouldn’t be out of the question.
It’s also worth noting that the brand has made a recent habit of releasing footage from its Super Bowl ads online before the game, so volks with an interest in VW should keep their eyes open.
Super Bowl Ad Preview: Toyota to Hike Interest in New Highlander
Toyota doesn’t seem to have made a formal announcement yet, but according to a recent story in Ad Age, the redesigned 2014 Toyota Highlander will be appearing in a 60-second commercial for the brand during Super Bowl LXVIII.
The timing is ideal, as the Highlander has been thoroughly overhauled for the 2014 model year, with new exterior styling, an updated cabin that can seat up to eight, Toyota’s Entune audio system with touchscreen display and Bluetooth technology, a versatile power-opening rear liftgate with flip-up rear window, and three powertrains, including a hybrid setup.
Further, the 2014 Toyota Highlander will mark an important new shift in the automaker’s manufacturing strategy, and that may be worth some Super Bowl screen time as well. The news? Not only will the Highlander be built at Toyota’s facility in Princeton, Ind., that same location also will export Highlanders to a growing number of export markets.
“The all-new Highlander is a dynamic, stylish SUV and its quality craftsmanship and the fact that it will be exported to the Russian and Australian markets is a testament to the hard work and dedication of our team members,” said Norm Bafunno, president of Toyota Motor Manufacturing Indiana, when the news was announced.
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