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Spotlight on This Year's Automotive Commercials
Every year, the Super Bowl delivers three things: an unforgettable halftime show, a game that keeps fans on the edge of their seats (or at least the snack table), and car commercials that somehow make us feel sentimental about horsepower.
But in 2025?
The automotive presence is looking about as thin as a wide receiver on a no-carb diet.
With only Jeep and Ram stepping up to the plate, the usual parade of flashy sedans, rugged trucks, and emotionally charged road-trip montages is nowhere to be found. Kia, Toyota, Volkswagen, BMW, Nissan, GM, Hyundai, Audi, Honda, Ford, Mercedes, and Lexus have all decided to sit this one out.
That means no dramatic shots of headlights cutting through the night, no slow-motion scenes of tires kicking up gravel, and, worst of all—no heartwarming stories of dogs finding their forever families through the power of all-wheel drive.
So, with fewer commercials fighting for the Super Bowl spotlight, will Jeep and Ram bring enough horsepower to make up for the missing fleet?
Let’s break down the best car commercials of Super Bowl 2025 and see who drives off with the advertising MVP title.
Not every car brand is revving up for the Super Bowl this year, and the reasons are as varied as a used car lot. Some are holding back because the timing isn't right for a big reveal. Take Kia, for example—usually a regular on game day, but this year?
They're sitting it out like a benched quarterback. Why? No flashy new model to show off this quarter. Instead, they’re putting their money where the Ad Meter is and focusing on their sponsorship of the USA Today Ad Meter instead.
Super Bowl ads used to be a battleground for automakers, but times are changing. Back in 2018, a whopping 11 car brands fought for the spotlight during the big game. Fast forward to today, and that number has shrunk as automakers take a more cautious approach with their ad budgets.
So far, Jeep and Ram have confirmed they'll be in the mix, but they're keeping their commercials under wraps. With the Super Bowl just around the corner, there's still a chance for last-minute surprises. Who knows? Maybe a wild-card brand will jump in and steal the show.
Even with fewer automakers in the Super Bowl ad game, Jeep isn’t backing down. While they’re keeping the details of their 2025 commercial a secret for now, history shows they know how to make an impact. Jeep has a track record of delivering memorable, emotion-packed ads that stick with audiences long after the game ends.
Their commitment to the Super Bowl proves they still see it as a powerhouse platform—one worth the investment, even as others pull back.
Factors Contributing to the Decline in Super Bowl Automotive Ads
With the cost of a 30-second ad slot during the Super Bowl skyrocketing to over $8 million, many automakers are rethinking their marketing strategies.
The hefty price tag has made companies question whether the return on investment is worth it, especially when alternative advertising channels offer more affordable options.
As a result, automakers are increasingly turning to digital platforms, targeted campaigns, and experiential marketing, which allow them to engage specific audiences more effectively than the broad reach of a Super Bowl commercial.
Timing is also a key factor for many automakers when it comes to Super Bowl ads. Launching a new vehicle around the event can be a great opportunity, but if a new model isn't ready in time, companies may decide to allocate their advertising budgets elsewhere.
Automotive accounted for 40% of commercial air time in 2012, and it declined to 8% in 2024, Adweek said.
Toyota, for example, chose to skip this year's Super Bowl despite being an official NFL sponsor, citing the timing of their new model launch as the reason.
Nostalgia on Wheels: A Glimpse into Iconic Past Super Bowl Car Ads
Reflecting on memorable automotive commercials from past Super Bowls offers a nostalgic journey, with each ad leaving its own unique mark on viewers. Chrysler's "Imported from Detroit" (2011) is one that stands out, featuring none other than Eminem.
The ad didn’t just showcase a car; it highlighted Detroit’s resilience and Chrysler’s deep roots in American manufacturing. The message was powerful, and the ad left a lasting impact, showing the strength of both the brand and the city it represented.
Another unforgettable moment came with Volkswagen’s "The Force" (2011). This adorable ad featured a young boy dressed as Darth Vader, trying to use the "force" to start a Passat.
The blend of humor and heartwarming storytelling was irresistible, and it quickly became a fan favorite.
Who didn’t want to believe that with just a little concentration, a car might magically start with the push of a button?
These commercials didn’t just promote vehicles; they told compelling stories, creating cultural moments that transcended the game itself. They remind us that the best ads are the ones that stay with us long after the final whistle.
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