The Super Bowl is big, like many things in American. But America is yet to fully learn that big is not necessarily beautiful. Ads in the Super Bowl this year, 2024, costs the equivalent of about AUD $10 million for just a 30 second spot and that does not include the cost of producing them in the first place.

Car companies have ventured into this hallowed advertising territory, but this year only four plus one, that is a pure off road vehicle are taking that opportunity.

It is a national christening of corporate iconography at different species in the advertising Kingdom.

How does it then reflect on the car companies that have chosen to participate?

Well, as we have done in the past, we're better to talk about the zeitgeist of the times and whether these ads fit in well, than our good friend Brian Smith.

Summary

00:01:01: Not so much nationalism as there has been in the past

00:01:58: Brands that were not American icons

00:02:38 The BMW ad: more about a celebrity than the car

00:05:18: The Kia Ad. Did they bring grandpa a chance to see his grandchild skate or did they bring him back from a near death experience?

00:07:46 The Volkswagen ad: Reflecting on a time past – well and truly passed?

00:14:10: Toyota Tacoma ad: A driver trying his hardest to scare his passenger!

00:16:53: Toyota’s second ad for the ???? its not clear but it features a footballer apparently

00:18:40: Kawasaki Ridge: When a mullet hair cut typifies your market surely you are in trouble.

00:21:19: Do these ads work?

00:22:12: It might be worth it to stop your opposition having an impact

00:22:40: It helps if you have a surprise element – a big announcement

00:23:40: One ad in the past included music from a little known band. The song went on to top the charts

00:24:58: People who don’t follow the football will still watch and pay attention to the ads. Cross reference to the half time singer Usher in the BMW ad

00:26:40: Is Christopher Walken's such a big celebrity?