Spoiler alert: The advent of the internet means nothing stays unknown for long. This holds true for this year’s crop of automotive advertisements scheduled to air on 3 February during Super Bowl XLVII. And they are louder, quieter, raunchier, cleaner and more costly than ever.
The exorbitant cost of advertising during the largest single media event on the North American TV calendar, estimated at nearly $4 million per 30-second spot, will leave some traditional advertisers absent from the melee, most noticeably General Motors. Hyundai, meanwhile, handily fills that void with no fewer than four advertisements amid a public apology campaign over misleading fuel economy claims.
If history is any indication, the automotive ads aired during the game will be whimsical catch-alls. Fiat is expected to show four previously aired, sexually charged ads during the game that portray the new 500L MPV and the gruff 500 Abarth cabriolet as licentious options to the economical hatchback. At the other end of the spectrum, Subaru has hinted that its spot would meld dogs with cars.
The lid has been kept characteristically tight on at least one advertiser’s commercial. Chrysler, which became a cause celebre for its ads featuring Eminem in 2011, and Clint Eastwood in 2012, has stayed mum.
Herewith, a survey – albeit in no way comprehensive – of the car-centric cavalcade awaiting the world on Sunday.