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2018 Super Bowl

2018 2017 2016

Who bought what in Super Bowl 2018?

UPDATED: 2/2/18

Buy: 60-second spot in the fourth quarter

Creative: The brand will highlight its Hyundai Hope on Wheels initiative, which is focused on finding a cure for pediatric cancer. The automaker says the ad will "surprise and thank millions of people who have contributed to the fight against pediatric cancer."

Agency: Innocean USA


Buy: 30-second spot aired during the 4th quarter


Agency: Arnold Worldwide


Buy: 30-second spot aired during the 2nd quarter


Agency: FCB Chicago


Buy: 60-second spot aired during the 3rd quarter


Agency: DDB Chicago

UPDATED: 2/2/18

Buy: 60-second spot in third quarter

Creative: Kia is going back to its celebrity strategy for its ad. The spot will feature the 2018 Stinger sport sedan, and star Brazilian racing icon Emerson Fittipaldi and Aerosmith rocker Steven Tyler.

Agency: David & Goliath

UPDATED: 1/29/18

Buy: 30-second spot in third quarter (extended 60-second cut shown here)

Creative: Lexus draws on its product-placement deal with Marvel superhero film "Black Panther" in a spot showcasing the LS 500 F SPORT and LC 500.

Agency: Walton Isaacson


Buy: 60-second spot aired during the 2nd quarter


Agency: Highdive


Buy: 60-second spot in the first quarter

Creative: Sixty-second 'Icelandic Vikings' spot utilizes the all-new 2019 Ram 1500 to humorously pay tribute to the setting of this year's big game

Agency: Goodby, Silverstein & Partners

UPDATED: 2/3/18

Buy: 60-second spot in first quarter; 60-second halftime spot; 30-second spot in second half

Creative: Toyota will attempt to define itself as a mobility company in one ad, while chronicling the determination of Canadian Paralympic skier Lauren Woolstencroft in another.
The Woolstencroft spot continues Toyota's "Start Your Impossible" Olympics campaign. Toyota's third ad, "One Team," shows how sports can foster unity between people of various backgrounds and religions.

Agency: Saatchi & Saatchi in the U.S. and Dentsu in Tokyo.

Colbert runs up score on 'Dodge' Ram ad

Feb. 12, 2018

Late-night comedian Stephen Colbert pokes fun at Ram's super bowl commercial that used part of a speech by Martin Luther King Jr.

For Tesla, a rocket launch trumps the Super Bowl for buzz

Feb. 7, 2018

Kia may have scored some kudos and Lexus attracted eyeballs with Super Bowl ads on Sunday. But no auto brand has pulled off a publicity stunt quite like the one Tesla just managed.

FCA ad blitz pays off in search traffic, but King ad stalls

Feb. 5, 2018

The biggest winner for FCA was the Wrangler, which saw page visits soar on the heels of a Jurassic Park-themed spot and another ad that showed its ability to chew up harsh terrain.

Ram's 'Martin Luther King' ad sparks backlash

Feb. 4, 2018 | UPDATED: 2/5/18 12:01 am ET - adds details
UPDATED: 2/5/18 12:01 am ET - adds details

FCA's use of a Martin Luther King speech during a Super Bowl ad drew heat on social media with some critics accusing the automaker of appropriating the civil rights leader's words for commercial gain.

Hyundai leaves out the cars again in Super Bowl spot

Feb. 4, 2018

Once again, Hyundai decided to park the cars for its marquee late-game spot, hoping to sell an idea that's bigger than the Kona subcompact crossover: hope in the face of cancer.

FCA's 5 spots add power to muted Super Bowl lineup

Feb. 2, 2018 | UPDATED: 2/4/18 10:19 pm ET- adds all video, final coverage
UPDATED: 2/4/18 10:19 pm ET- adds all video, final coverage

The Super Bowl turned into a brand showcase for Fiat Chrysler Automobiles. FCA's collection of five spots for the Jeep and Ram brands had it all: A stirring voiceover from Martin Luther King Jr., a nod to Jurassic Park and brash Vikings.

Five-spot Super Bowl for FCA

Feb. 2, 2018

Fiat Chrysler Automobiles plans to air five Super Bowl spots -- sprinkled across all four quarters of the game -- touting the Jeep and Ram brands.

Toyota to unfurl Super Bowl ad blitz

Feb. 2, 2018

Toyota is making its biggest Super Bowl ad buy ever with two spots that push its global Olympics and Paralympics sponsorships and a third ad that will continue its long-running "Let's Go Places" campaign.

Kia's Super Bowl ad shows Steven Tyler finding youth

Feb. 1, 2018

Aerosmith's Steven Tyler is turning back the wheels of time with a lap around the racetrack in Kia's Super Bowl ad. The aging Aerosmith frontman rediscovers his youth on a dusty, barren track.

Hyundai plans another live Super Bowl ad

Jan. 29, 2018

Hyundai's Super Bowl spot will again take shape on game day. The brand will highlight its Hyundai Hope on Wheels initiative and the 60-second spot will air in the fourth quarter.

Hyundai Super Bowl ad underscores philanthropy theme

Jan. 29, 2018

Hyundai said it plans to use a 60-second ad spot in Sunday's Super Bowl to plug an organization dedicated to fighting childhood cancer.

Kia releases Super Bowl ad teaser

Jan. 25, 2018

Kia released a Super Bowl ad teaser on YouTube for its 2018 Kia Stinger sport sedan, starring Brazilian racing icon Emerson Fittipaldi and a mystery driver.

Lexus Super Bowl ad features 'Black Panther'

Jan. 25, 2018

When most brands talk about luring younger buyers, millennials or Gen Z kids come to mind. But Lexus will settle for getting a few more 40-somethings in the fold during the Super Bowl.

Hyundai teases its upcoming Super Bowl ad

Jan. 22, 2018

Hyundai is vowing to surprise millions of people on Super Bowl Sunday. But it's not above a little teasing, first.

Chevrolet geared for 'significant' presence during Winter Olympics but mum on Super Bowl

Jan. 16, 2018

Chevrolet will once again go for advertising gold at the Winter Olympic Games, but it won't tip its hand on the Super Bowl.

Toyota makes big Super Bowl ad buy; Lexus returns with 'Black Panther' ad

Jan. 15, 2018

Toyota, which sat out last year's Super Bowl, will make a big splash in this year's game with two 60-second spots. Lexus also will advertise in the game for the second year in a row

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