This weekend marks the NFL’s (National Football League) crowning jewel: the Super Bowl. Beyond the sporting event itself, what always captures attention are the advertisements aired during the broadcast. Advertisers spend enormous sums to secure the visibility guaranteed by the broadcaster. This year, the average cost of a 30-second ad reached $8 million.
The Super Bowl will take place on Sunday, February 8, at 6 p.m.
A 30-second ad costs approximately $8 million.
Few automakers are presenting commercials.
Every year, we see automakers take advantage of this opportunity to showcase their new models, their vision of the future, and more. For a long time, many participated in the festivities, but in recent years, they’ve become increasingly scarce.
Nevertheless, a few are showing up this year, and we are offering you this summary of what they’ve prepared. It’s now possible to do this beforehand, thanks to social media, which gives us access to the ads before the big day. But who knows, one or more automakers might have surprises in store for us on Sunday.
Here’s what we have so far.
Hyundai: The Korean manufacturer presents its 2026 Palisade with an ad that takes you on a wild ride, like in the movies.
Toyota: Toyota has been the official partner of the NFL since 2023. This year, it’s airing two commercials. One features the new RAV4, showing a grandfather inviting his grandson for a ride in a first-generation model, then seeing the grandson invite his grandfather to do the same in the new generation, launched for 2026.
The second ad shows us something inspiring: athletes who have overcome difficulties and trials to reach the top. They interact with younger versions of themselves who express a message of perseverance.
Volkswagen: Over the years, Volkswagen has given us some classic Super Bowl commercials. This year, the brand plays on nostalgia by reviving its “Drivers Wanted” campaign from the 90s. The ad features several of the brand’s véhicles with House of Pain’s “Jump Around” as the soundtrack.
Jeep: From what we understand, Jeep will not air commercials during the game, but the Stellantis division has nevertheless prepared an ad it reserved for social media. The star? The new 2026 Jeep Cherokee. We’ll let you judge the rest.
Cadillac: Finally, according to reports circulating, the brand is expected to promote its future Formula 1 season during the Super Bowl.
Rest assured, we’ll be watching for any other automotive-related advertisements during the game.
