What We Know So Far

  • At $7 million for a 30-second spot, this year’s Super Bowl ads are an expensive proposition.
  • That’s why GM brought in Will Ferrell to introduce the idea that you’re about to see GM EVs all over Netflix shows, but only where it makes sense, so no Bolts in Bridgerton.
  • Kia, Jeep and Ram will also have ads in the Big Game, but our first look at them will have to wait until Sunday. We do know that Kias have something to do with a pacifier emoji.

According to advertising week, a 30-second commercial on this year’s Super Bowl telecast costs $7 million. At least three automakers previewed some ads they believe are worth the money. Here’s what we know about the Super Bowl LVII car commercials airing on Fox when the Philadelphia Eagles and Kansas City Chiefs play Sunday night.

GM + Will Ferrell + Netflix

First, an ad that’s about as meta as they come. Will Ferrell is playing himself as a spokesperson for GM and Netflix on the streaming giant’s promise to use more of GM’s electric vehicles in upcoming shows. An ad about other ads, in other words, one that isn’t supposed to look like ads, but is now expressly called out. GM calls it “Giving EVs the Stage They Deserve.”

Army of the Dead Squid GameBridgerton, and . Will jokes that it won’t make sense to introduce EVs in some of these shows, but that at least one GM EV will appear on screen in the next year: a GMC Hummer EV pickup truck. Netflix also announced that it will include a Chevrolet Bolt EUV and that will feature a Cadillac Lyriq.

Will Ferrell’s tried-and-true humor keeps things light, even when he’s bitten by a zombie or kidnapped like the characters in it. We also see him in scenes of strange things,Queer EyeQueer Eye Love is blindUnstable

Stellantis Buy Time for Ram and Jeep

Unlike GM, Stellantis is keeping preliminary previews of the Super Bowl ads for two of its brands, Jeep and Ram, off the Internet for now. The advertising trade media reports that Stellantis bought two 60-second commercial spots during the game. A Jeep commercial will air during the second quarter, followed by a Ram commercial in the fourth quarter. Stellantis did not air any commercials in last year’s game.

Jeep released a short teaser for its spot, featuring a chameleon in a recording studio and the tagline “Let’s boogie,” followed by a lightning-covered “Freedom is electric.” We’re not sure how that last bit works well with a separate commercial Jeep posted on its YouTube channel this week called “Parking Spot,” poking fun at electric vehicle drivers trying to find a charging cable stuck in snow was buried. One step forward, two steps back.

Kia’s Binky Emoji Mystery

Kia debuted this bizarre teaser, and at that point we just knew it had something to do with forgetting babies.

be a teaser

Come on

Today, the automaker dropped the full ad.

a petition
No, seriously, a major car manufacturer is spending millions of dollars to get a pacifier to the emoji keyboard. It’s like the Ford truck emoji thing, but funnier. As of this writing, the petition already has 385 signatures.

The spot will be Kia America’s 14th Super Bowl ad, following last year’s story of a robot dog in love with the EV6. At the same time, Kia is trying to get some of that sweet, sweet online engagement through on Change.org. The reason for this astroturfed grassroots effort? To claim a Binky emoji.