Viewers tuning into this year’s Super Bowl won’t get to see a pint-sized Darth Varder use “the force” start another Volkswagen as the German automaker isn’t part of the commercial roster for this year’s game, along with Jaguar, General Motors, Ford and several others.
The number of automakers with ads on this year’s broadcast is down significantly: the lowest level in five years. Last year, 11 brands were featured, whereas this year just five are confirmed. It’s the lowest level since 2010, which is when automakers were just beginning to see a dramatic sales turnaround.
However, the five that are advertising are running different types of ads. Mercedes-Benz plans to air some humorous ads. While Toyota plans to tug at viewers’ heart strings with ads about what it means to be a dad. Kia is using Pierce Brosnan, formerly James Bond, for a 60-second spot on the new Sorento crossover. BMW will hype its new i3 EV in a commercial and Nissan returns to the game for the first time since 1997. (more…)