Best Car Commercials (Over the Years) From the Super Bowl
It’s that time of year again…it’s the super bowl!! Now I myself am not that big a fan, but a lot of my family members are. The best way I thought to honor this month (in relation to cars of course) is to make a blog about the best car commercials (over the years) from the super bowl. So let’s get started!
Pontiac, GTO Humbler, “The Humbler” (1970)
The year is 1970 and American Markets are seeing the peak of muscle cars when Pontiac releases this beast. This car was special for a very important reason, it offered a driver-controlled exhaust that boosted performance – and for sure ruffled feathers. The Vacuum Operated Exhaust (VOE), initiated by a strong pull on a dash mounted control, activated flaps on both mufflers, passing by the stock exhaust routing, and opened the gates to two times more sound and improved air flow.
In harmony with the Pontiac Ram Air induction system, the VOE delivered enhanced and measurable power. However, like every good thing it had to be too good to be true. It was pulled from the options list almost immediately as General Motors had to conform to legal requirements in several states – which went on to be considered as the official reason. Unofficially, it was doomed by internal politics.
The ad itself was deemed “as good as it gets for car ads half a century old” and this really says something living in the digital age that we are now. The ad has a total run time of 60 but so much happens within that time. Although it sticks to one piece of music, it contains 20 different scenes. I bet you’re going to keep a close eye out when you watch it now.
Nissan, “Enjoy The Ride” (1996)
Fast forward a couple of years to the year when Major League Soccer had their first season, and you will see not much changed in terms of car commericals (same one piece of music and same picture quality) but this one was slightly longer. A boy falls into a secret garage when loooking for a ball that was lost during a game of baseball with his friends, filled with past cars including the then-current Nissan Z-car (Nissan 300ZX).
In the room of automotive excitement, he meets a Yoda-like Mr. K-Yutaka Katayama – the person who put together the key concepts for the Z-car that first appeared in the early 1970s. Nissan spent $200 million ($325 million in today’s money) on the overall campaign, however, the United States sales saw a steady decrease then which would last for the next three years. Can’t win them all right?
The advice given to the boy by Mr. K still stands true today, “Any car can get you where you need to go. A special car gets you there with a smile on your face.”
Volkswagon “Tree” (2001)
Ahhhh what a wonderful year that was. Let’s see, there was the reopening of the Leaning Tower of Pisa in Italy – after 11 years of being under construction, the Eden Project (the world’s largest greenhouse) in England opened, Aids drugs were sold to the people of Africa for cost price – 90% discount – to help fight against Aids, and iTunes was released by Apple in January 2001 in the United States, among other things. Then there was the not so good things that happened with probably the most significant event of them all being the 9/11 twin tower bombings.
But we sidetracked, let’s explore a lighter topic, evaluating this commercial. By 2001, we had reached a new age in the mainstream media with things becoming a little more advanced – this including cars. Now side note, this is only considered the best commercial if you love cars AND have an appreciation for the GTI clutch pedal and manual transmission, because in all honesty besides that fact, there really isn’t much to this commercial. Two guys stand around a tree, taking turns throwing stuff at it, until finally one man takes his shoe off throws it at the tree, and down falls the car.
Ford, GT, “The One” (2004)
This is a fantastic commerical similar to the Nissan one in terms of specifically targetting car fanatics. The message is actually very powerful and not much is being said through the ad. Trust me, when a company achieves this, you know they will be reaping the benefits soon.
The commercial follows a race track driver going through the course, gaining speed with every shift. Ford branded this car as “The Pace Car for an Entire Company” and this speaks to the company’s overall outlook back in 2004 – a performance car company. This commercial works simply because of the phrase “In what gear do you know it’s The One?” and this is why it is considered to be the best.
Audi, “Release the Hounds” (2011)
This commercial might be hard for everyone to relate to equally, most people will see this commercial as a waste of resources in an attempt to sell a car. It opens with a scene that looks like a very fancified jail, with people looking quite comfortable in face masks and wide enough bars that people can fit their hands right through. Two prison mates escape after unlocking their cell only to be met with various attempts (no one ever trying to physically stop them themselves) before being able to leave. First the afghan hounds are released but never make it to them, then Kenny G music is played on the speaker which distracts one for a short time. Once out there are two cars waiting, an Audi A8 and a Mercedes S-Class. The two get in two separate vehicles with the escapee in the Audi finding freedom.
The point the commercial is trying to make? Yeah I’m not too sure either, but I guess that means it’s open for interpretation…? Honestly, I have a hard time seeing how this made the list, but to each their own right?
Volkswagon, “Darth Vader” (2011)
This commercial is cute and really surrounds the whole family vibe that Volkswagon is trying to give off. It opens with a little kid dressed in a Darth Vader costume going around the house trying his ‘dark powers’ on a bunch of different things, to see no success. He makes his way outside when the dad gets home to try his powers one more time and to his surprise they work! Want to know how they worked finally? Watch the ad to find out.
This commercial is definitely worth being part of this list in my opinion, because it does a good job of not only reaching everyone in the house, but it reaches the inner kid in all of us, cause I mean, who isn’t a Star Wars fan or even heard of the name before?
Chrysler, “Imported from Detroit” (2011)
Of all the commercials in this post, this one is by far the longest, and surprisingly even though most viewers dislike long commercials, it still made the list of the best. So why? Well content and attention grabbing elements (not to mention a guest celebrity appearance). The commercial has a run time of 2:18, but once you start watching the ad, it doesn’t feel long.
The commercial speaks directly to the hard working citizens of America in an attempt to play on their emotions. It opens with a city scenery; highway, buildings, an American flag, things typically seen on a morning when one is off to work (depending on where you work of course). Chrysler uses this as the opportunity to highlight that Detroit is the “motor city”, and I mean come on, a car made in the motor city has to be prestige right?
After the ad aired, Chrysler saw an increase in sales but the then-new Chrysler 200 wasn’t very good, and by 2016 production for the vehicle had come to an end. The larger and better (bigger is always better – in this case) Chrysler 300 was the car that was preferred by popular demand for the spot, however the factory was located in Windsor, Ontario – 5 miles removed from Detroit – which is in North America but not US America.
Fiat, “Blue Pill” (2017)
Another thing that helps sell in the advertising industry? Sex, and although this commercial doesn’t exactly show any scenes (its kid friendly I promise), this commercial uses the illusion of it to market the car. A couple in Italy strike a spark, sending the man rushing to the bathroom to take a Viagra pill (which happens to be his last one). The pill flies out the window and ascends on a very interesting and dramatic path before finally landing in the open gas tank of the Fiat 500x crossover.
Upon entering the tank, the car begins to flex and bend out of shape (in the illusion of disgetsion) and passerbyers (female) become very attentive to the car, some would even say attracted. Freud would be so proud and Fiat should be.
Kia, “Turbo Hamster” (2017)
This is another great commercial that appeals to all members of the family. It focuses around an animated baby hamster that is escaping a real world hospital. Hamsters in Kia commercials have actually become a very well known sight, and this plays to many strengths for the car company.
Like Volkswagon, Kia brands themselves as a family friendly company, and although you don’t really see many Kia cars on the road today, their ads are very effective. Kia’s main goal with their ads is just to get people into the showroom, because if they weren’t looking to buy when going in, the story certainly changes once they are there.
Jeep, “Groundhog Day” (2020)
This commercial uses humour and appeals to the heartstrings with the use of a groundhog. Like the movie Groundhog Day, this ad shows Bill Murray experiencing the same day repeatedly. His little companion and him go on adventures, and although they are stuck in the same time loop, they do different things everyday, which really plays to the only text Jeep uses in the ad, “No day is the same in a Jeep”.
The Gladiator (seen in the ad) is a rugged pickup truck, that works best off road (like all Jeeps). If this ad were to be summed up in one word, it would be fun, which again plays to the strengths and image that Jeep is trying to make known. So when are you going to start your adventure in one?
Just as a reminder (not that you may need one) tune into NBC on February 13, 2022 at 6:30PM to watch the Super Bowl LVI!!