In our opinion, this year's automotive selection doesn't quite match those from previous years, so thankfully the game between the Atlanta Falcons and New England Patriots delivered in terms of excitement and narrative.
And while 2017 is the year that automobile manufacturing finally ends in Australia, the last two manufacturers out the door both gave important roles to Australians in their commercials.
Alfa Romeo Giulia
For the company’s first serious tilt at the BMW 3 Series, et al, Alfa Romeo and its FCA overlords went big with three ads for the Giulia during this year’s Super Bowl. Sadly these three passes into the end zone miss their mark, despite lots of burning rubber and footage shot on the Stelvio Pass.
Against the backdrop of a children’s cart race, not to mention a deeply divided nation, Audi takes a stand for gender equality, and equal pay for equal work.
Daughter: Watch it here
Despite its popularity in China, and lots of up-to-date Opel product, Buick can’t quite shake its fuddy duddy image in the States. Hence this attempt at humour with American footballer Cam Newtown, and Australia’s own Miranda Kerr.
Not So Pee Wee Football: Watch it here
In a bid to pitch itself as more than just a car maker, Ford used a 90 second spot at this year’s big game to market itself as a company that also deals in ride sharing, electric vehicles, bike sharing, and autonomous vehicles.
Go Further: Watch it here
To advertise its new CR-V, Honda revived and reanimated the yearbooks of a number of celebrities, including Steve Carrell, Tina Fey, Magic Johnson, Amy Adams, Missy Elliot, Stan Lee, Jimmy Kimmell, and Viola Davis.
Yearbooks: Watch it here
As a technological and logistical feat, Hyundai’s ad for Super Bowl LI is impressive. The entire ad was filmed and edited together during the game itself, and aired in the 90 second spot right after the confetti guns were fired.
Not just that, but three American soldiers got to enjoy the game and a reunion with their loved ones via an immersive 360 degree virtual reality-like experience.
A Better Super Bowl: Watch it here
For its first ever dedicated hybrid, Kia enlisted comedian Melissa McCarthy as a long suffering environmentalist.
Hero’s Journey: Watch it here
If you haven’t noticed, Lexus is trying to recast itself as more than just a maker of dependable and well-built luxury cars. To help, its 60 second Super Bowl ad features donuts, dancing, music from Sia, and a method of entering a car that borders on the spectacular.
Man and Machine: Watch it here
OK, they’re not a car maker anymore, but the four little contact patches connecting our cars to the road beneath are important.
I Need You: Watch it here
Directed by the Coen Brothers of Fargo and No Country For Old Men fame, AMG’s spot is a homage to Easy Rider and stars Peter Fonda.
Easy Driver: Watch it here
The Mirai, a hydrogen fuel cell car, may be a ground breaking vehicle in many ways, but big selling and widely available it is not. Hence, this spot for the Mirai only aired online and in California, the one major American market where it’s available.
Daisy: Watch it here
Let us know in the comments section below which one of this year’s automotive ads was your favourite.