There’s only one thing better than that grand display that rolls around when Super Bowl Sunday comes — and that’s the gorgeously extravagant adverts that emblazon our screens. Yes, we all love the halftime show, and there have been some of this generation’s biggest faces that have played; but there’s nothing better than gawking over a new car that just oozes sophistication, luxury, and, well — money.
The money that comes with advertising during this period is huge, and brands will fight until the bitter end to have their names displayed on the screen. For a thirty second slot during the halftime break, companies are paying big bucks. The Super Bowl LVII actually charged companies USD 7 million for that 30-second slot, so you darn well know that it’s got to be a golden bit of TV time. Though it was half a million more than the year before, car manufacturers haven’t stopped putting on lavish displays — we love them, and the world loves them too, but it’s still nice to look back and see what went before. LUXUO picked out our favorite and most luxurious car ads in Super Bowl history – so all you need to do is sit down, enjoy the show, and get saving for one of these beauties…
1. BMW, 2022
Does anything scream “luxury car” more than a German-engineered BMW? BMW has a long history of producing luxury cars. Yes, there are more expensive, flashy, and over the top options — but BMW has something that others don’t… the handling. Its cars have such a high level of engineering that they are able to drive and handle perfectly. It’s no surprise they continued to participate in Formula 1 until 2009
Now, you may think that half-time singers like Dr. Dre, Eminem, or the one and only Snoop Dog would be the cincher for all viewers, but 2022’s BMW advert certainly took its fair share of attention. Zeus, the Greek Gods, and gold ooze luxury and greatness. No, we don’t. BMW’s halftime advert took up a whole 60 seconds and featured Arnold Schwarzenegger as Zeus, the God of Sky and Thunder (how fitting). And his partner? Well, it was only the Greek goddess herself, Hera being played by Salma Hayek — now that’s a casting!
The advert shows Zeus getting bored and the couple moving to Palm Springs to retire. You see them float around in their Cali pool house and chill on the golf course, and then Hera goes on to buy Zeus the famous BMW iX — the all-electric (so perfect for the lightning god!). Viewers and bettors everywhere went wild at the sight of this ad, and although the Super Bowl odds may not have been altered by this on-screen fun, we’re pretty sure that BMW’s odds were well in their favor. The bookies also probably saw some last-minute bets as viewers hoped to win the game so they could purchase their BMW iX.
2. Mercedes, 2019
The 2019 Mercedes Super Bowl advertisement featured American rapper Ludacris, and a man who gets everything he wants. It was, to put it mildly, iconic. The 60-second skit was titled “Say the word”, and you watched a regular guy walk through life, making everything come true with god-like powers. From changing music as he walks and talks, to getting a golf ball in the hole just by wishing for it — everything was in his favor.
Mercedes is synonymous with luxury. It’s no surprise then that this car was advertised so heavily. It’s another one that we’re sure all the successful bettors that day had their eyes on!
3. Chrysler, 2012
Chrysler churns out all the best Super Bowl ads every year, and we’re pretty sure they never miss a beat. They’re one of America’s favorite cars, so they always pull out all the stops. But 2012 was a little different from what we’re used to. Yes, we’re digging around for the most luxurious commercials, but we can’t end this article without a mention of this special advert in cinematic history.
It pictured Clint Eastwood in a Hollywood-worthy advert which was titled “Halftime America.” Now, most adverts think of wild and wonderful stories like Zeus and Hera, or superpowers, but this one was themed around motivation and backing their American teams in the Super Bowl — fitting, right?
The highly motivational message was pushed by Eastwood in his raspy-toned words stating “This country can’t be knocked out with one punch. We get right back up again, and when we do, the world’s going to hear the roar of our engines.” Now, take that as you will, but teams and players resonated with it, and it’s gone down as one of the best adverts in Super Bowl history.
Chrysler not only wants you to purchase their cars but also to motivate teams. And boy, did they succeed! We give it top marks: one of the best.
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