2023 Super Bowl LVII Car Commercials: The Cars and Trucks You Saw While Watching The Big Game

The car industry packed a smaller punch in 2023.

2023 Cadillac Lyriq on the highway at sunsetCadillac

Article QuickTakes:

The auto industry pared back its usual high-volume participation in Super Bowl TV advertising on Super Bowl Sunday 2023, but that doesn’t mean the flashy spots projected onto car companies lacked impact.

Among the five nationally aired auto-related commercials during the Kansas City Chiefs' 38-35 victory over the Philadelphia Eagles were spots that pushed cheeky, viral, eco-friendly, and self-congratulatory messages.

Last year, over 100 million viewers tuned in to watch the Super Bowl. The sheer volume of viewers makes the Super Bowl a continued draw for marketers.

Despite the industry's down sales year in the U.S. market in 2022, persistent supply-chain snarls, increasing interest rates for vehicle financing, and continued talk of a potential recession later this year, General Motors, Stellantis, and Kia came to the Super Bowl altar with their best advertising efforts. They spent an estimated $7 million per 30 seconds on TV during the game.

Absent this year were BMW, Hyundai, Nissan, Polestar, Porsche, and Toyota, all of which had memorable spots last year.

None of the car-industry commercials ended up rating in the top 10 in the iconic USA Today Ad Meter of Americans’ responses to Super Bowl advertisements. But each offered something notable. Here's a rundown:

2024 GMC Sierra EV Denali EditionGMC

General Motors

GM lashed A-list comedic actor Will Ferrell to the steering wheels of various of its EV offerings, underscoring the versatility of its all-electric lineup and availability for just about any need or situation.

The automaker demonstrated "use cases" through a partnership with Netflix that depicted its vehicles in the settings of shows provided by the streaming service, including "Army of the Dead", "Stranger Things", "Bridgerton", and "Squid Game". Sunday’s commercial was part of an arrangement in which GM will place all-electric models in Netflix shows going forward.

So, for instance, in the ad, Ferrell found himself squiring a Bridgerton lady with a Cadillac Lyriq looming in the background, and trying to make his way through a mass of zombies in a GMC Sierra Denali EV. "So if you're going to get swarmed by an army of the dead, why not get swarmed in an EV?" Ferrell asks rhetorically as one of them takes a bite out of his arm.

2025 Ram 1500 REV parked and charging outside buildingRam


The Stellantis-owned pickup-truck brand hasn't often turned to humor on big stages but made up for it with its "Premature Electrification" commercial on Sunday. Its ad promised that the 2025 Ram 1500 REV would relieve Americans who are displeased with current all-electric truck options and their lack of, staying power, robust performance, and payload. The ad also served as the official reveal for the production version of the new REV, which is due out next year.

Blue 2023 Kia Telluride X-Pro SX Prestige AWD driving in snow next to cable carsKia


The Korean automaker's one-minute ad, "Binky Dad", accomplished a bunch of things: celebrating its strong recent run in the U.S. market, underscoring the chops of the Telluride X-Pro performance edition in the ad, and demonstrating the brand team's social media savviness.

While some automakers notably have continued to suffer major supply-chain problems, Kia recently increased production of the strong-selling Telluride at its Georgia plant. Kia’s ad was a safely humorous take on a father using his Telluride to fight through obstacles to retrieving his infant’s pacifier. But the brand offered three alternative endings on TikTok.

Neon Green 2023 Jeep Wrangler Rubicon 4xe driving over water in the forestJeep


The original SUV brand has previously focused on freedom, Americana, and the great outdoors during its run of recent Super Bowl ads, but its "Electric Boogie" spot on Sunday provided a new color to its efforts: green.

In the spot, riders in two hybrid-electric models, the Wrangler 4xe and Grand Cherokee 4xe, get close-up views of wildlife all over the world dancing to a new version of the classic rap song, "Electric Boogie". Then the ad began rolling out globally across Jeep's social-media landscape.

Stellantis recruited Marcia Griffiths, the original singer of the tune, to create a new version along with rap producer icon Shaggy and three new artists.

Female WeatherTech worker handling floorlinerWeatherTech


The maker of custom-digitized floor mats, cellphone holders, and other aftermarket automotive accessories celebrated its tenth consecutive year of Super Bowl advertising with a 30-second ode to its own determination to get the Made-in-America message out via Big Game commercials.

David MacNeil, founder and CEO of the manufacturer based in Bolingbrook, Illinois, was making a high-profile stand and taking a big chance when he purchased WeatherTech's first Super Bowl ad for about $4 million in 2014. Its theme was how MacNeil put a thumb in the eye of doubters by erecting a factory for all of WeatherTech’s production in the United States—and then succeeding to build a huge company on top of that pledge.

This site is for educational purposes only. The third parties listed are not affiliated with Capital One and are solely responsible for their opinions, products and services. Capital One does not provide, endorse or guarantee any third-party product, service, information or recommendation listed above. The information presented in this article is believed to be accurate at the time of publication, but is subject to change. The images shown are for illustration purposes only and may not be an exact representation of the product. The material provided on this site is not intended to provide legal, investment, or financial advice or to indicate the availability or suitability of any Capital One product or service to your unique circumstances. For specific advice about your unique circumstances, you may wish to consult a qualified professional.
author photo
Dale Buss
Dale Buss has broad interests and journalistic experience, having covered the automotive and consumer-packaged-goods industries, entrepreneurship, and numerous other topics for major websites and magazines.