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ARTICLE · 15 FEBRUARY 2023

2023 Super Bowl Auto Ads: Is There A Hidden Message?

Seyfarth Shaw LLP
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Super Bowl LVII saw a hobbled Patrick Mahomes lead the Kansas City Chiefs to a 38-35 victory over the Philadelphia Eagles. In addition to an entertaining halftime show by Rihanna...

United StatesMedia, Telecoms, IT, Entertainment
John Skelton
John Skelton
Laura Caro Ruiz
Laura Caro Ruiz
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Super Bowl LVII saw a hobbled Patrick Mahomes lead the Kansas City Chiefs to a 38-35 victory over the Philadelphia Eagles. In addition to an entertaining halftime show by Rihanna, the Super Bowl is a marketing spectacle where companies spend big dollars to showcase their products. As noted in our review of the 2020, 2021, and 2022 Super Bowl ads, automakers, traditionally among the largest Super Bowl advertisers, have used the Super Bowl to mainstream the shift to electric vehicles. While this year's ads again touted EVs, is there a hidden message with so many automakers sitting out the big game?

The automakers running ads during this year's game were General Motors with its "Why Not An EV?"; Kia and its "Binky Dad;" Stellantis with Ram's "Premature Electrification" featuring the Ram 1500 Rev; and Jeep's "Electric Boogie" and "Parking Spot" ads featuring the Wrangler 4xe and the Grand Cherokee 4xe. Porsche, in collaboration with Paramount, aired its "Transformers:

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