Who's buying what in Super Bowl 2016?

UPDATED: 1/29/16

Buy: 30-second ad in first quarter

Creative: Acura is using the ad to emphasize its “Precision Crafted Performance” mantra. The brand also released a 60-second version of the spot online.

Agency: MullenLowe

UPDATED: 2/3/16

Buy: 60-second first quarter spot

Creative: “The Commander” tells the story of a retired astronaut who rediscovers his lust for life. Viewers watch as the man, surrounded by memories of the golden age of space exploration, sits solemnly, deep in reflection. When his son hands over the keys to a new Audi R8 V10 plus, he gets behind the wheel and relives the thrill of a rocket-like ride under the stars, Audi says.

Agency: Venables Bell & Partners

UPDATED: 2/7/16

Buy: 30-second ad

Creative: Buick is aligning the Cascada convertible with New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski in a 30-second ad.


UPDATED: 2/1/16

Buy: 60-second spot in third quarter

Creative: “A New Truck to Love” was shot using real sheep and a trained sheep dog. The spots showcases the new 2017 Honda Ridgeline pickup.

Agency: RPA

UPDATED: 2/4/16

Buy: Two 30-second ads during game, one 60-second spot just before kickoff and another 60-second ad during pre-game show.

Creative: Hyundai, which opened its pocketbook last summer to replace General Motors as automotive sponsor of the National Football League, has bought four advertising slots totaling two minutes of airtime. The spots feature actor-comedian Kevin Hart, heartthrob actor Ryan Reynolds and rampaging bears.

Agency: INNOCEAN Worldwide

UPDATED: 2/7/16

Buy: Two 60-second ads

Creative: To commemorate its 75th year, Jeep used a series of portraits to pay tribute to the people and moments that helped shape its history in two ads.


UPDATED: 2/2/16

Buy: 60-second fourth quarter ad

Creative: Christopher Walken will add pizzazz to Kia Motors’ 60-second Super Bowl commercial for the all-new 2016 Optima midsize sedan.

Agency: David&Goliath

Mini USA
Defy Labels
UPDATED: 2/1/16

Buy: 30-second ad in the third quarter

Creative: Mini knows a thing or two about being labeled, so the brand drew inspiration from this trend in a star-studded Super Bowl spot. Mini also produced a series of interviews with the cast, who can all relate to being labeled.

Agency: Butler, Shine, Stern & Partners

UPDATED: 2/4/16

Buy: 90-second spot in second quarter

Creative: “Heck on Wheels” showcases the unexpected features of the all-new Prius. The teaser touts the hybrid leader’s upgraded performance, fresh suite of safety technology features and sleek new styling, Toyota says.

Agency: Saatchi & Saatchi LA


Hyundai's Super Bowl blitz scored big

4:00 pm U.S. ET | Feb. 8, 2016
Hyundai wanted to make a splash in its first Super Bowl as the NFL's automotive sponsor, but it didn't just throw money around with reckless abandon.

Automakers opt for less TV time during Super Bowl

10:39 am U.S. ET | Feb. 8, 2016
The Super Bowl was a little less sleek, sporty and horsepowered this year.

Stars and cars, Jeeps and sheep: Super Bowl auto ad roundup

12:01 am U.S. ET | Feb. 7, 2016 | UPDATED: 2/7/16: 10:43 p.m. -- Jeep Super Bowl spot added
Beneath the glamour of 2016's star-filled auto Super Bowl ads sat a group of vehicles that will be pawns crucial to each brand's product lineup.

Christopher Walken was the only choice for Kia's Super Bowl ad

12:28 pm U.S. ET | Feb. 7, 2016
Only one person could've done Kia's “Walken Closet” Super Bowl spot. Christopher Walken was the lone option. There was no Plan B.
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