Super Bowl television coverage is famous for more than just football. Each year, it becomes one of the most expensive advertising platforms in the world. Securing a commercial spot during the broadcast costs millions — and that’s before a single dollar is spent on production.
For brands, especially in the automotive sector, the Super Bowl isn’t just ad space — it’s a global stage. Companies routinely use the event to launch entirely new campaigns, debut vehicles, introduce new technology, and redefine their brand image. Production budgets often rival Hollywood movie costs, complete with A-list celebrities, cinematic storytelling, and viral-ready moments designed to dominate social media long after the final whistle.
For many viewers, whether the game or the commercials are more entertaining depends largely on how their team is performing. If the scoreboard isn’t going your way, the commercial breaks can become the real highlight of the night.
Car manufacturers consistently rank among the biggest Super Bowl advertisers. Their ads often combine performance, emotion, nostalgia, and humour — all in a tightly crafted 30 to 60-second format.
Industry publications, including CAR Magazine in the UK, have highlighted some of the greatest Super Bowl car commercials of all time — many of which have become cultural landmarks rather than just advertisements.
The 2020 Bill Murray Ground Hog Day commercial for the then newly released Jeep Gladiator is still regarded as one of the all-time classic TVC’s.
These are the 10 greatest Super Bowl car ads of all time – carmagazine.co.uk
This year’s Super Bowl saw the favourites, the Seattle Seahawks defeat the New England Patriots 29-13 in a game that gained an average viewing audience, of 124.9 million people becoming the second most watched Super Bowl to date.
Cadillac used its Super Bowl slot to unveil its first-ever Formula 1 livery ahead of its planned 2026 F1 season entry — a bold move that signalled the brand’s push into elite global motorsport.
Rather than simply promoting a new vehicle model, Cadillac used the Super Bowl platform to showcase its long-term performance ambitions, blending heritage luxury with racing innovation.
