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Culture > Diversion

The Super Bowl LII car ads were inspirational

But unfortunately without that must-see, must-share attribute

And so the 52nd edition of the Super Bowl is over, with the Philadelphia Eagles pulling off an unlikely 41-33 upset against the betting favorites New England Patriots. Of course, we wouldn’t be a fashionable automotive website if we didn’t provide you with an easy-to-scan collection of the best car ads shown during the Big Game.

This year’s Super Bowl TVCs from the auto industry were decidedly underwhelming. Not one stood out in a way that would make you want to share it on your Facebook wall. And it seemed like the number of ads were fewer. Either the missing US-based car brands couldn’t afford the rates, or they simply didn’t think the sporting event was still worth investing in.

Those that did buy spots produced commercials that were generally inspiring. Maybe Americans do need all the hope and motivation they can get in a divisive and hateful world they live in right now.

Here are the six ads we liked the most:

Hope Detector by Hyundai. Apparently, a donation is made to childhood cancer research whenever a vehicle made by the Korean brand is sold in the US. Respect.

Anti-Manifesto by Jeep. There’s something about watching a 4×4 vehicle clearing obstacles. Like witnessing an individual gathering all strength to hurdle a barrier. The sight is empowering.

Feel Something Again by Kia. Every aging person dreams of reliving the past—those salad days when life was simple and carefree. That includes rock star Steven Tyler, who uses a Stinger to feel young again.

Long Live the King by Lexus. This is actually a promotional clip for the Marvel Studios film Black Panther. No matter—the LS500 F Sport is still entertaining.

Built to Serve by Ram. A speech by Martin Luther King would make any video emotionally stirring. Yes, even a cheesy and inappropriate one (so inappropriate, in fact, that the ad drew strong criticism, forcing Ram to take it down from its YouTube channel).

Good Odds by Toyota. Lauren Woolstencroft was born without a left arm and two legs. The chances of her winning a Paralympic gold medal in skiing were a billion to one. Quitting was the easiest thing to do.



Vernon B. Sarne

Vernon is the founder and editor-in-chief of VISOR. He has been an automotive journalist for 25 years. He became one by serendipity, walking into the office of a small publishing company and applying for a position he had no idea was for a local car magazine. The rest, as they say, is rock and roll. He writes the column ‘Spoiler’.



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