Four automakers committed to airing electric vehicle (EV) Super Bowl ads, while the ‘Big Three’ opted out
Foreign Automakers Fill the Void Left by US “Big Three” in 2024 Super Bowl Ads
When General Motors, Ford, and Chrysler decided not to advertise during the highly coveted Super Bowl spot in 2024, four major foreign auto companies stepped in to seize the opportunity.
The absence of the “Big Three” automakers paved the way for Volkswagen, BMW, Kia, and Toyota to showcase their brands. These ads primarily focused on electric vehicles, aligning with the US government’s push for a transition to electric power.
Volkswagen: “An American Love Story”
One of the most talked-about commercials was Volkswagen’s one-minute ad, taking viewers on a journey through the brand’s history in the US. From the iconic Beetle to the beloved buses, the montage highlighted pop culture references throughout the years. The ad concluded with a teaser for the 2025 ID.Buzz electric bus, which may hit the market soon.
While the commercial resonated with some, it also faced widespread mockery on social media due to Volkswagen’s controversial history. The company’s origins trace back to its founding by the labor wing of the Nazi party in 1937, which involved the use of slave labor from concentration camp inmates.
BMW: “Talkin’ Like Walken”
BMW took a star-studded approach with its minute-long ad featuring actor Christopher Walken. The commercial for the new BMW i5 M60 played on a running joke about people imitating the Oscar-winning actor. Walken’s famous cadence endorsed the electric vehicle, followed by a comical imitation by a valet.
Toyota: “Dareful Handle”
Toyota, the Japanese automaker, aired a 30-second ad for its conventional internal combustion engine vehicle, the 2024 Toyota Tacoma. The commercial boasted about the Tacoma being the “most powerful Tacoma ever.” Although Toyota introduced its first mass-produced electric vehicle, the 2023 Toyota bZ4X, the ad did not feature it.
Electric trucks, in general, have faced more challenges in gaining popularity compared to electric cars.
Kia: “Perfect 10”
Kia, the South Korean automaker, continued the trend of electric vehicle ads with its new EV9. The ad told a heartwarming story about a young skater disappointed by her grandfather’s absence from her competition. Kia’s EV9 played a central role in the narrative, providing a power source that allowed the grandfather to watch the skater’s performance from his window.
How does Volkswagen’s “An American Love Story” ad promote the brand’s commitment to producing electric vehicles in America?
Volkswagen’s “An American Love Story.” This ad highlighted the German automaker’s commitment to producing electric vehicles in America. The ad depicted a scenic road trip featuring a Volkswagen electric SUV, showcasing the beauty and charm of different American landscapes. The message was clear – Volkswagen is not only dedicated to providing sustainable transportation options but also invested in the American economy.
BMW: “The Power of Electric”
BMW’s ad, titled “The Power of Electric,” emphasized the performance and excitement that electric vehicles offer. The commercial showcased BMW’s latest electric sports car, effortlessly overtaking traditional gas-powered vehicles on the racetrack. This visually stunning ad aimed to dispel the preconceived notions that electric vehicles are dull and slow, while positioning BMW as a leader in the electric vehicle market.
Kia: “Electrify the World”
Kia’s ad focused on the environmental benefits of electric vehicles and their potential to make a positive impact on the world. The commercial featured people from different backgrounds coming together and embracing the power of electrification. Kia’s message was clear – by choosing electric vehicles, individuals can contribute to a greener and more sustainable future for all.
Toyota: “Driving the Future”
Toyota’s ad, titled “Driving the Future,” showcased the company’s commitment to innovation and technology. The commercial highlighted Toyota’s hydrogen fuel cell technology and its potential to revolutionize transportation. By featuring their hydrogen-powered Mirai sedan, Toyota aimed to position itself as a pioneer in eco-friendly mobility solutions, pushing the boundaries of what is possible in the automotive industry.
The absence of the “Big Three” automakers in Super Bowl ads in 2024 created an opportunity for foreign automakers to showcase their brands and promote their electric vehicle offerings. In a time when the world is increasingly focused on sustainability and reducing carbon emissions, these foreign companies capitalized on the moment and successfully positioned themselves as industry leaders in the electric vehicle market.
Moreover, by featuring their production in the United States, Volkswagen and BMW displayed their commitment to the American economy and job growth. This strategy not only resonates with consumers but also aligns with the current administration’s goals of promoting domestic manufacturing and clean energy initiatives.
While the absence of the “Big Three” may have seemed like a setback, the Super Bowl ads by foreign automakers left a lasting impression on viewers. These commercials effectively conveyed their commitment to sustainability, performance, and technological innovation. As the world transitions to a greener future, the presence of foreign automakers in the Super Bowl ads serves as a testament to the global shift towards electric vehicles and the push for a more sustainable automotive industry.
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