The Super Bowl auto ad lineup – Automotive News

Posted: Monday, February 01, 2016

The 2016 Super Bowl auto ad lineup is nearly set. Here’s a look at who’s in and who’s staying on the sidelines.

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Acura: A 1st-quarter spot showcases the NSX supercar — loudly.

Audi: After skipping last year’s game, Audi announced during the Detroit auto show that it’s coming back.

Buick: The brand’s Super Bowl debut is a 30-second ad spotlighting the Cascada convertible — one of 3 product launches this year — and starring New York Giants receiver Odell Beckham Jr. and actress/model Emily Ratajkowski.

Honda: The redesigned Ridgeline pickup will hit the airwaves during the 3rd quarter, alongside a flock of talented sheep.

Hyundai: The new NFL sponsor enlists comedian Kevin Hart in a 60-second ad running just before kickoff while actor Ryan Reynolds anchors a 30-second spot in the 2nd quarter. The brand also will run a 30-second ad in the 1st quarter and a 60-second production during the pre-game show.

Kia: A 60-second commercial pitching the 2016 Optima as an antidote to blandness turns to actor Christopher Walken — in a closet.

Mini: A 30-second ad, which will spotlight the updated Cooper Clubman along with other models, brims with star power, including tennis champion Serena Williams, skateboard legend Tony Hawk and Hall of Fame pitcher Randy Johnson.

Toyota: The redesigned Prius will take center stage in a 90-second ad.


FCA: For several years now, the automaker has turned the Super Bowl into its own creative playground for its various brands, but it hasn’t revealed publicly whether it will return for another rendezvous.


BMW: The luxury brand takes a break after last year’s ad featuring news anchors Bryant Gumbel and Katie Couric puzzling over the electric i3.

Ford: The Blue Oval hasn’t been seen in the big game since 2014, when it ran the “Nearly Double” spot starring comedian Rob Riggle and actor James Franco.

Lincoln: Ford’s luxury brand ran two 30-second spots in 2013 but is skipping the game again this year.

Mercedes-Benz: The automaker has run only 3 Super Bowl ads in its history, including its 2015 entry, the animated “Fable,” touting the speedy AMG GT. The wait for a 4th continues.

Nissan: The brand returned to the Super Bowl in 2015 after an 18-year hiatus but has since shifted its focus to college sports.

Jaguar Land Rover: No sequel to 2014’s “British Villains” Jaguar ad is planned. JLR also skipped the Detroit auto show.

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