Yearly, firms debut their finest adverts through the Tremendous Bowl, hoping to persuade tens of millions of Individuals they know precisely what the nation wants. Final evening’s celebrity-studded commercials despatched a transparent message: It’s time to purchase an electrical car — ideally a big one, like a truck or SUV.

Basic Motors, BMW, Chevrolet, and Kia peddled EVs utilizing promoting’s crowd-pleasers, celebrities and cute animals. The implication was that electrical automobiles aren’t only for environmentalists or wealthy Tesla drivers anymore. They’re going to develop into the brand new regular.

Whereas EV gross sales have grown within the U.S. in recent times, fewer than 1 % of autos on the street immediately are electrical. Shifting from gas-powered automobiles to electrical ones has develop into a precedence in tackling local weather change, as transportation is at present the largest supply of greenhouse gasoline emissions within the U.S., with nearly all of that coming from passenger automobiles and vehicles. The nation’s infrastructure doesn’t make proudly owning an electrical automotive straightforward, however President Biden has promised that 500,000 charging stations will probably be constructed all around the nation (assuming Congress performs alongside).

“We nonetheless must proceed work on that concept of normalizing EVs and assist Individuals throughout the nation truly see themselves in a single,” Deborah Wahl, GM’s Chief Advertising Officer, mentioned throughout a media briefing forward of the Tremendous Bowl.

GM’s Tremendous Bowl industrial leaned into Austin Powers nostalgia, with Dr. Evil, renamed Dr. EV-il. His gang determined to take over GM to tackle local weather change (which has out-eviled them as the best risk to the world). The spot was a part of the corporate’s advertising and marketing round its plans to roll out 30 new varieties of EVs by 2025.

On the opposite finish of the spectrum, an advert from Chevy stood out just by being so low-key and understated. It reveals Jamie Lynn-Sigler of Sopranos fame driving a blue, all-electric Silverado truck on the freeway round gritty New Jersey, flashing previous the Statue of Liberty, playgrounds, and a butcher store earlier than stopping to gasoline up at a charging station.

Such adverts was comparatively uncommon, with solely three complete Tremendous Bowl commercials touting EVs from 2010 by means of 2019. However that started to vary two years in the past through the adverts for Tremendous Bowl LIV, when Lebron James promoted GM’s electrical Hummer, Porsche’s electrical Taycan sped by means of German streets, and Audi invoked each Frozen and Sport of Thrones to attract consideration to its e-Tron Sportback. Throughout final yr’s recreation, Will Ferrell, in an advert for GM, punched a globe as a result of he was indignant that Norway had the next variety of EVs per individual than the U.S.

With electrical automobiles displaying up in a minimum of a half-dozen adverts throughout this yr’s Tremendous Bowl, evidently carmakers not fear that EVs aren’t powerful sufficient to market through the largest recreation of soccer. In actual fact, solely a few commercials particularly marketed a gas-powered car this yr. Even Nissan’s industrial for its gas-powered Z sports activities automotive, pushed by Eugene Levy, featured a cameo of its all-electric Ariya, pushed by Catherine O’Hara, his longtime comedy accomplice.

Movie star appearances have been a giant theme this yr, with one industrial starring Arnold Schwarzenegger as a retired Zeus, former Greek god of the sky, who will get cheered up by an electrical BMW iX crossover SUV.

Kia’s advert took a unique method, with an cute robo-dog chasing the EV6 SUV.

A Tremendous Bowl debut from the startup Polestar went the minimalist route, flashing plain white textual content over a black display and pushing again on the custom of flashy automotive commercials (“No epic voiceover”). It made some not-so-subtle digs at its opponents, together with Volkswagen (“No dieselgate”) and Tesla’s Elon Musk (“No conquering Mars”).

Tesla, the largest vendor of electrical autos within the U.S., was in any other case nowhere to be seen through the Tremendous Bowl advert blitz. The luxurious automotive firm is sticking to its decade-long technique of no promoting, counting on phrase of mouth as a substitute.


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