Creative: BMW is casting its electric i3 hatchback as an ahead-of-its-time concoction that needs some explaining — just like the Internet back in 1994. BMW debuted the 60-second ad on NBC’s Today morning show.
Creative: On a night filled with emotional themes and celebrities in automakers' Super Bowl ads, Chevrolet pulled out a trick play just before the kickoff: A momentary attempt to fool America into mass hysteria.
Creative: “Wisdom” hit the Web last April to commemorate the brand’s 100th anniversary. The 60-second spot features 11 centenarians sharing nuggets of advice on how to live by the book -- and let loose on occasion.
Creative: The Jeep brand moved beyond Fiat Chrysler’s recent patriotic themes to cast a wider net that positions the new Renegade as a vehicle with global appeal. The switch is understandable considering the Renegade is built in Italy.
Creative: Lexus keeps it simple with the NX spot. The commercial, which has no celebrity cameos or funny punch lines like many Super Bowl spots, ensures that the NX is the center of attention. The spot ends telling viewers to “be seen, be heard, make some noise.” Actor Blair Underwood provides the voiceover. Lexus saved the theatrics for its second ad, a demonstration on precision drifting with the sporty all-new RC 350.
Agency: Walton Isaacson (NX spot), Team One (RC 350 spot)
Creative: The automaker premiered its Super Bowl ad for the AMG GT sports car -- an edgy take on the fabled tortoise vs. hare race -- on “The Ellen DeGeneres Show." Mercedes amplified the commercial’s messaging with several teaser videos, which it posted on YouTube and began airing on TV on Jan. 18, the day of the NFL’s Conference Championship games.
Creative: NFL Hall of Famer Jerry Rice hosts a fictional debate show in which he goes head-to-head with an 8-year-old pet rabbit owner. The topic? Who will win “The Big Race” between the tortoise and the hare?
Creative: The chefs at Epic Meal Time, who are masters at concocting unhealthy meals, turn a sled into a giant meat tray with a little help from their dads. The video teases Nissan's #withdad Super Bowl theme.
Creative: Nissan Motor Corp. used a dreary Harry Chapin song as the sound bed for its 90-second ad. In a twist, ad agency TBWA/Chiat/Day Los Angeles reversed the downtrodden theme by having the father make time for his son before it’s too late.
Creative: Paralympic snowboarder Amy Purdy says her father taught her that trial comes before triumph in this teaser tying into Toyota's Super Bowl theme about bold dads. The storyline continues during Toyota's game day commercial.
Creative: Toyota channels boxing legend Muhammad Ali in this game day Camry spot about overcoming obstacles. Paralympic athlete Amy Purdy, who knows all about challenges as a double amputee, stars in this one.