This Sunday saw Super Bowl LVI, an event where the half-time entertainment and TV commercials are as much a part of the occasion as the game itself.
And in the year of our lord 2022? EV makers went all in, spending a sizable chunk of their marketing budgets on advertising.
So, how do they stack up? And who were the winners and losers? Let’s take a look:
BMW
Austin Powers is back, baby!
Dr Evil and his cronies have taken over the GM Renaissance Center headquarters, where the criminal mastermind learns that he is becoming a grandfather of a “Baby-me.”
Even worse, they’re no longer the dominant force for global destruction. “Climate change is arguably the number one threat in the world right now,” explains Scott Evil.
So, a dastardly plan is hatched to take over the world… to retain the power to destroy it?
Yeah, it’s a weird and convoluted storyline. But it’s a good cast, and the ad eventually promotes the fact that GM will launch “30 EVs globally by 2025.”
Verdict:⚡⚡⚡
If you like an all-star cast that includes Rob Lowe and Seth Green, this one’s for you.
And yes, people on YouTube are begging for Austin Powers 4.
Kia
Chevy is changing with the times, popping its EV cherry with the fully-electric Silverado.
This ad celebrates the occasion with a homage to the hit TV series, The Sopranos. Meadow (Jamie-Lynn Sigler) reenacts the show’s opening scene, meeting up with A.J. Soprano (Robert Iler) at an EV charger.
With the dulcet tones of The Sopranos’ theme song — Alabama 3’s ‘Woke Up This Morning,’ — the ad introduces a “whole new truck for a whole new generation.”
Verdict: ⚡⚡⚡⚡⚡
What can I say? I used to like The Sopranos. I’ve tried introducing it to my younger spouse, who says it’s too dull (sacrilege!), but this was an excellent ad for Chevy and a great homage to the hit show.
Nissan
Polestar goes in a completely different direction to its competitors. There’s no evocative music, actors, or heartstring pulling.
But there’s also no dieselgate, hidden promises or greenwashing. And, with a sneaky sideswipe at Tesla, “no conquering Mars.”
Verdict: ⚡⚡⚡⚡
This is the kinda ad that makes me think of people who wear black ringed square glasses, talk about “new media,” and drink espresso martinis. I’m not sure I’m cool enough for it, but I like its simplicity.