Explanation of car ads at the Super Bowl: North America’s blockbuster new cars steal the spotlight in 2020

The Super Bowl in North America is equivalent to the Spring Festival Gala in China. The super high ratings make the Super Bowl a "fighting arena" between various companies, and the "advertising films" are on stage. As the Super Bowl is a major traffic event, the models featured in the commercials are naturally the most important new cars and sales volume of each car company that year. Since a 30-second Super Bowl ad costs US$5.6 million, there are not many car companies that can place it. This year, it is mainly a few companies such as Volkswagen Group, Toyota, Hyundai-Kia, General Motors and Jeep. Jiashipai immediately took stock of the car advertisements that appeared in the 2020 Super Bowl, from which we can also see what blockbuster models North American car companies will launch this year.

Toyota Highlander: Time and Space Rescue

Toyota Highlander is a very popular medium and large SUV in the North American market. Its main selling point is that multiple people can ride on it, so Toyota has The Super Bowl commercial created for the new Highlander also uses the theme "Go? Wherever? They? Need? You" to emphasize the space and SUV performance of the new car.

In the commercial, Cobie Smulders (the actress who plays Hill in "The Avengers") drives the new Highlander through various Hollywood blockbusters - Scene 1 It's a vaccine to save the day, a western in the second act, a monster movie next, and finally back to New York - picking up those who would sacrifice themselves to stay because there's not enough "escape transportation." This fits well with the buying point of the new Highlander's seven-passenger ride, and it's very fun.

The new Highlander, which uses the TNGA-K platform, has a length of 4950mm. Although the overall shape continues the Highlander's traditional style, the vehicle design is more fierce and sportier. The commercial also shows the interior of the new Highlander. The large suspended central control screen and the air-conditioning panel form a fold, and it also supports the Internet of Vehicles system.

By the way, the commercial also shows the power performance of the new Highlander, which can escape the sucking tentacles of the "monster" in the ice and snow. The new Highlander is equipped with a 3.5L V6 engine, matched with an 8-speed automatic transmission, with a maximum engine power of 295 horsepower and a maximum torque of 368Nm. It also has a four-wheel drive system.

Jeep Gladiator: Groundhog Day

This time Jeep created a Super Bowl commercial with Bill Murray, who starred in "Groundhog Day" 27 years ago. , reenacting the plot of "Groundhog Day". But unlike the protagonist in the movie who was trapped on "February 2nd" - yes, it was the day of this year's Super Bowl - this time Bill saw a brand new Jeep Gladiator, and then started a whole new kind of excitement. Life. Therefore, when 6 o'clock comes every day in the commercial, he is full of passion and drives this Jeep pickup truck happily in the winter snow.

"NO?DAY?IS?THE?SAME?IN?A?JEEP?GALDIATOR" is the theme of this commercial, and it is also the difference that Jeep hopes to inject into its only pickup truck model. Selling Points – Pure off-roading and personalization options. There is a scene in the commercial: the Jeep pickup truck driven by Bill has four doors fully open and no roof, showing a very strong free style.

From a positioning point of view, the Jeep Gladiator is actually a medium-sized pickup truck, one level lower than the familiar Ford F-150, and is mainly based on the Wrangler. Therefore, the Gladiator is also equipped with a 3.6L V6 engine and a ZF 8AT gearbox, and the driving performance of the vehicle is closer to the style of a passenger car. Jiashipai has tested it overseas before, so you can review it. (Click to review: North American Test Drive Jeep Gladiator: The Naughty Gladiator | Overseas Review)

Hyundai's tenth-generation Sonata: not heavy enough, big names come to make up the money

Hyundai's Super Bowl The protagonist of the advertisement is the 10th generation Sonata. This mid-to-high-end model that "looks like a catfish" may not have much freshness, so Hyundai, which has deep pockets, has recruited many stars - the first of which is Chris, who plays Captain America. Rhys Evans, the second John Krasinski to star in A Quiet Place, and a few other stars I didn't recognize.

The content of the advertisement is quite simple. The tenth-generation Sonata demonstrates the smart parking system function. The driver can use the smart key to automatically park or park the vehicle after getting off the car.

I think the reason why Americans are interested in this feature is because Americans’ parking skills are really bad. After all, they only know how to drive the car with the front of the car facing inward... Of course, the plot design in the advertisement is to park in that parking space and then drive. The person cannot get out of the car.

The tenth-generation Sonata was released at the Shanghai Auto Show last April, and domestically produced models were also unveiled at the Guangzhou Auto Show, but they have not yet been launched. The new car adopts a fastback shape, and the forward-looking front design also makes many people have polarized opinions on it. However, the unique design of the LED daytime running light bar + aluminum trim strip that runs through the front of the car is enough. Recognizable. The tenth-generation Sonata has a body size of 4935/1860/1445mm and a wheelbase of 2875mm. It is the current standard size in the mid-to-high-end car market and also ensures interior space.

Porsche: First vs. First

This year is said to be the first time that Porsche has launched a Super Bowl ad. The reason is self-evident: As the United States is the world’s largest consumer market for electric sports cars, Porsche’s first electric sports car The sports car Taycan must attract the attention of California's richest people. Therefore, the leading star of Porsche’s Super Bowl commercial is the new electric supercar Taycan.

The plot of the commercial is also very interesting: In the Porsche Museum, a Taycan drives slowly, avoiding the eyes and ears of the guards - this is a good demonstration of the quietness of electric vehicles. Behind are the Porsche guards "Happy Time". You can choose a Porsche classic car to participate in the chase, which brings out the entire lineup of Porsche. The end of the advertisement echoes the theme: "Finally, an electric car steels you. The all new Taycan."

Of course, Porsche may still sell cars in the United States in the future. It has been strongly attacked by Tesla, especially the Porsche Taycan's cruising range has been repeatedly criticized - the 200-mile range seems to be really just a big toy for the rich. Tesla CEO Elon Musk hinted at a recent financial conference call: "The powertrain (of the new Tesla model) is very good, it is better than any other way. For example, it is worth noting that the Model The ?S has 100 kilowatts of power, while the Taycan has 100 kilowatts, or 95 kilowatt-hours. The Model ? Resurrection, electric blessing

General Motors' Super Bowl advertisement is very simple. It only uses three clips to show its global electric vehicle product that will be released to the world on May 20 - GMC? HAMMER ?EV, electric Hummer.

In the commercial, GM took the lead in revealing several parameters: 1,000 horsepower, 0-100km/h acceleration in 3 seconds, and 15,592N·m wheel torque. And all this is "quietly".

The front grille of the electric Hummer is also shown in the film. It adopts a very traditional Hummer-style thick grille, and the LED daytime running lights are lit from both sides and finally penetrate the front of the car. Print the "HUMMER" character. In addition, there are also thin blue light strips that will flash and light up in sequence at the beginning, similar to the display of charging status.

No more information about this pure electric off-road vehicle has been released yet, but it is interesting that General Motors has chosen to resurrect the Hummer brand, a traditional "fuel guzzler", to enter the field of electric SUVs. Jiashipai believes that this is actually the same logic as Ford's choice of "MUSTANG" brand for its first electric vehicle. Firstly, SUVs are a new trend in electric vehicles; secondly, traditional brands have stronger recognition and are more likely to be transformed; thirdly, performance Electric vehicles are inevitably high-priced and require the support of high-priced brands. Hummer and MUSTANG are both high-end series among affordable brands and can support high prices.

There are also rumors that James LeBron will endorse Hummer EV, but he did not appear in this Super Bowl commercial. Perhaps General Motors will hold another grand launch event to announce it.

Audi: e-tron? The easter egg that sportback wants to say is in the lyrics

Audi's Super Bowl ad features Maisie, who plays "Arya" in "Game of Thrones" Williams starred in the film and drove the "e-tron? Sportback" released at the Los Angeles Auto Show.

In the commercial, Maisie performed an act of "breaking the dimensional wall" - singing "Let It Go" from "Frozen" while surrounded by classic and funny American large-displacement cars. Go all the way. The final subtitle reads "Together with Audi towards a sustainable future", which clearly clarifies Audi's appeal to American users.

What’s interesting is that Audi chose this song. In addition to the literal meaning of “Let? Lyrics of the song: "Let?the?storm?rage?on?, The?cold?never?bothered?me?anyway". This may be why Audi wants to say, "The e-tron Sportback, an electric car, will not be afraid of the cold winter, and its cruising range will no longer be a problem."

The Audi e-tron Sportback is a coupe SUV model based on the e-tron platform. In addition to the short trunk that is more personalized, the rest of the front face design and interior design are the same as those of the e-tron. tron approaches. This electric coupe SUV has a body size of 4901/1935/1616mm, a wheelbase of 2928mm, and is equipped with a dual-motor four-wheel drive system.

The 50?quattro model can output a maximum power of 230kW, a maximum torque of 540N·m, and is equipped with a 71kWh battery pack; the 55?quattro model can achieve an output of 265kW, 561N·m, and a battery capacity of 95kWh. In addition, the WLTP cruising range of the two versions is 347 kilometers and 446 kilometers respectively. It is reported that Audi may introduce this electric coupe SUV into the domestic market in October this year.

Genesis: What does youth mean? What is luxury? What is youthful luxury?

Who is Genesis? In fact, it is Genesis. It used to be called Genesis, but now the Chinese name has been changed again. As a luxury brand of Hyundai Motors, Genesis is also repositioning its perception in the US market. This Super Bowl advertisement is a new attempt. This commercial, performed by the famous singer John Legend, mainly emphasizes that Genesis is a "YOUNG? LUXURY" brand. Compared with traditional luxury brands, it is more sexy and dynamic.

The main model of this advertisement is Genesis GV80, the latest mid-to-large luxury SUV released by Genesis. The design of this new luxury SUV not only has the sense of volume of traditional luxury cars, but also has the large number of diamond grids, rounded body shapes, luxurious leather-wrapped interiors, etc. of traditional luxury cars in details, but the huge pointed shield-shaped front face The air intake grille, double-layered front and rear headlights, unique fender decorative lines, and raised D-pillar window lines make this luxury SUV unique.

In fact, you can find many elements and shadows of classic British ultra-luxury cars on the Genesis GV80, but all the details appear conflicting when combined. This combination of conflicting design elements creates the unique recognition of Genesis GV80 in the luxury car market.

Kia: The US version of KX3 is unveiled, focusing on inspiring emotions

Kia’s Super Bowl advertisement invited football star Josh Jacobs (Josh Jacobs) , through his dialogue with himself as a child, brought out the theme of "Tough? Never? Quits". Kia chose Josh Jacobs because he was once homeless when he was young, but eventually grew into a star player for the Oakland Raiders through his unremitting efforts. This is why Kia hopes to create emotions with brand consumers** *A way of chirping.

The model displayed by Kia this time is the 2021 Seltos, a new small SUV model that is about to be launched, which is the KX3 Propa that has been released in China. This SUV model is very cheap in the US market, with a starting price of US$21,990. It is equipped with a 108kW 2.0L four-cylinder engine and a four-wheel drive system. High-end models can choose 1.6T+7DCT, four-wheel drive system, etc., and the price is only $25,490.

Text | JackieLXX

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.