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State Farm and OEMs spend millions on Super Bowl advertisements

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State Farm and multiple OEMs are spending millions to showcase their products during Super Bowl LVIII Sunday, according to multiple media sources.

Advertisers are paying $6.5 to $7 million for 30 seconds in front of the 110 million people estimated to tune in for the battle between the San Francisco 49ers and Kansas City Chiefs in Las Vegas, according to CNN Business.

BMW, Kia, and Volkswagen will spend their money pushing electric vehicles (EV) during their Super Bowl segments.

A State Farm’s teaser advertisement featuring Arnold Schwarzenegger as a “super agent” is one of the most talked about marketing strategies heading into the big game.

“Schwarzenegger signed on for the spot because he believes State Farm performs a public service,” states Variety, which interviewed Schwarzenegger about the commercial.

Schwarzenegger said in the article, “They’re here for the people and the community. And it’s also very entertaining. It’s the making of an action movie. I saw all the action sequences — blowing up the house, the helicopter, and all this crazy stuff — and I said, ‘This is perfect.’ We laughed the whole time. That is how I kind of pick those things.”

A BMW teaser advertisement showcasing Christopher Walken is also making a splash in the media world. In the teaser ad, Walken is ironically on the phone trying to understand what a commercial for an advertisement is. The Super Bowl’s halftime performer, Usher, also will be featured in the ad.

The company’s BMW 5 series, including its hybrid and electric models of the 5 Series sedan, will be promoted in the 60-second commercial, a BMW press release says.

“Christopher Walken is iconic, as is the BMW 5 Series. It’s one icon working with another, creating a synergy of two legendary figures. You wait your whole life to make a campaign like this,” Rich Silverstein, Co-Chairman and Co-Founder of GS&P said in the release. “The reality is everyone has a Walken impression. But there’s only one original.”

Kia will use its advertising dollars to promote its EV9 in a 60-second spot titled “Perfect 10,” a Kia press release says.

“The Kia EV9 is electric like you’ve never seen, and ‘Perfect 10’ will introduce our groundbreaking three-row EV SUV to more than 100 million people with a heartwarming story about the power we all have inside of us — the power to make someone smile,” said Kia America Marketing Vice President Russell Wager, in the release.

A Motortrend article says DoorDash will also feature an EV9 in its Super Bowl commercial.

Volkswagen will promote its EVs in a 60-second ad focusing on its new ID Buzz all-electric van set to go on sale in June, according to a press release. It also will explore the company’s 75-year journey as a brand, a Volkswagen press release said.

“Pairing historical and recreated footage, the film is filled with captivating visuals that encapsulate Volkswagen’s role in some of America’s most recognizable cultural moments, underscoring the brand’s unifying impact,” the release said.

The advertisement is the company’s first Super Bowl ad since 2014, the Motortrend article said.

Toyota, an official NFL partner, will also have game day advertisements focusing on its tried and true Tacoma pickup. The company has been using NFL quarterback Eli Manning to promote its release of the 2024 model, the article said. It adds the truck’s grab handle will be featured in its game-day advertisement.

“The convergence of the all-new 2024 Toyota Tacoma launch, Super Bowl LVIII weekend, and our recent announcement as Official Automotive Partner of the NFL created an exciting communication opportunity for Toyota,” said Mike Tripp, group vice president of Marketing for Toyota Motor North America, in a press release. “We’re thrilled to leverage the power of our product, our partnership, and two iconic brands to highlight the trail-dominating power and legendary capability of the all-new Tacoma during the most-watched TV broadcast of the year.”


Feature photo is from Kia’s 2024 Super Bowl advertisement courtesy of Kia.

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