Super Bowl Sunday: Hyundai, Lexus, and the rest

This Sunday, the Philadelphia Eagles will battle the New England Patriots for the Vince Lombardi Trophy, bestowed upon the winner of Super Bowl LII. While all eyes will be on what happens between the lines, millions of viewers also look forward to the commercials. Four automakers have paid for spots in the Big Game; here’s what we know about each ad.

1.Toyota (Olympic sponsorship)

Toyota has two ads planned for the Game of Games, including one in the first quarter. The first ad underscores Toyota’s role as an Official Worldwide Olympic Sponsor and builds on Toyota’s “Start Your Impossible” theme launched in October. The second ad is scheduled for halftime and will be vehicle-focused.

2. Kia (Stinger, Formula 1)

Kia has remade itself, transforming from obscurity to a brand known for producing high-quality cars. One model that has tongues wagging is the Kia Stinger, a premium rear-wheel drive performance sedan designed to take on the likes of the much-heralded BMW 3 Series, but at a mainstream price. Kia will run a one-minute spot in the third quarter. A teaser released in late January shows Formula One and Indianapolis 500 champion Emerson Fittipaldi as he prepares to race against a mystery competitor. The “Feel Something Again” theme is bound to keep you in your seat – might we see defending F1 champion Lewis Hamilton as the secret competitor?

3. Lexus (Black Panther Movie)

If you’re not familiar with the Lexus LC, that’s a shame. This delicious luxury coupe is a design masterpiece and comes filled to the gills with performance awesomeness. The near six-figure 2+2 beauty earned a product placement in the upcoming Marvel “Black Panther” movie coming out on February 16, 2018. Both the LC and the all-new LS 500 F Sport full-size luxury sedan will be featured in the 30-second, third-quarter ad that teases the Marvel movie.

4. Hyundai (Better Drives Us)

You’ll have to wait until the fourth quarter for Hyundai’s one-minute spot. Hyundai has been teasing us these past few weeks with the ad, but says it will “surprise millions” once the entire ad has run. The latest teaser shows a silhouette of three soldiers, pointing to the ad Hyundai showed during last year’s Super Bowl. The teaser then goes on to mention the surprise, suggesting to viewers that you’ll be included among the surprised. What we do know is that Hyundai will incorporate its non-profit group, Hyundai Hope on Wheels, one of the largest private funders of research into pediatric cancer. It’s probably a good idea to keep the tissue box within reach when viewing this one.

 Super Bowl Ad Reprise

If you can’t watch the Super Bowl or miss an ad, take heart: Super Bowl ads become regular spots following the game. Also, a visit to the manufacturer’s YouTube channel will turn up ads, sometimes immediately after they’ve aired. Finally, there’s always a chance a surprise ad will appear, especially since a small portion of game ad time is reserved for local stations. And if the game goes into overtime as it did last year, a few more surprises may roll out – not just between the Patriots and Eagles, but during most any commercial break.


Videos by: Toyota Global, Kia Motors America, Cars Trend, Hyundai USA,

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