GM, Toyota, Vroom, Jeep lead the automotive Super Bowl ad lineup

Here's a look at the four automaker Super Bowl spots and the entry from Vroom, the used-car shopping site that's making its Super Bowl debut.

General Motors is running a corporate electric vehicle spot in addition to a Cadillac ad. Jeep, which is featuring singer Bruce Springsteen in its spot, and Toyota are also running ads.

Kantar, a marketing research company, estimates that in-game ad expenditures for Super Bowl LV on Sunday will total $435 million. The company said "this would be the largest amount in history, eclipsing the $390 million spent during the 2017 game."

More ads will be added to this list upon their release.

Look out, Norway.

GM — with a little help from actor Will Ferrell — wants to bring the EV crown to the U.S.

But first, Ferrell wants to give the Nordic country a piece of his mind in GM's Super Bowl spot, which touts the sleek, electric Cadillac Lyriq crossover, the hulking GMC Hummer electric pickup and the automaker's Ultium battery platform that will power its electrified future.

The 60-second spot airs in the first quarter.

Cadillac has tabbed the target audience for its upcoming all-electric Lyriq crossover as those who are ready to make the jump into EVs, but waiting for the right vehicle. 

Apparently, that group also includes those with scissors for hands - a crowd that could put its Super Cruise driving-assistance technology to good use.

Cadillac revived the "Edward Scissorhands" concept for its first Super Bowl spot since 2012, putting a new spin on the 1990 film while retaining its aura.

There's no Johnny Depp this time as Cadillac's story centers on Edward's son, Edgar Scissorhands, who has the same artistic touch as his father. But Edgar's character has another layer as a driving enthusiast, which serves as a natural segue to getting him behind the wheel of the sleek Lyriq. Edgar is played by Timothée Chalamet.

The Lyriq is a gift from his mother, played by actress Winona Ryder, who reprises her role as Kim Boggs, Edward's love interest in the film.

Tim Burton, who directed the movie, was supportive of the ad's premise, said Melissa Grady, Cadillac's chief marketing officer. The ad plays on nostalgia, but Grady said the movie - despite being three decades old - is "iconic and timeless."

The 60-second spot will air in the fourth quarter. A longer 90-second version was released ahead of the game on Sunday morning.

Toyota isn't showcasing any vehicles this year, opting to tell the story of Paralympic swimmer Jessica Long in "Upstream."

Long was born with a rare condition that required her legs to be amputated. An American family adopted Long from a Russian orphanage when she was 13 months old.

Long, now 28, is the second-most decorated Paralympian of all time.

The ad will air during the second-quarter.

Vroom, the used-car shopping site that allows consumers to buy vehicles without stepping foot into dealerships, is making its first Super Bowl appearance.

The spot goes the dramatic route to depict how tedious the dealership experience can be.

Vroom's entrance marks the first national Super Bowl ad for a used-car company since 2014, when CarMax ran a spot, according to Ad Age, an affiliate of Automotive News.

"We have seen a pattern of many such a first-time advertisers in the Super Bowl and e-commerce-related advertisers, so it's picking up that notion about [how] the world is now much more digitally focused," Satya Menon, managing partner for the ROI practice at Kantar, told Automotive News. "These are the people who are jumping in and taking the spaces that some of the traditional advertisers vacated."

The commercial is a floater, which means the time it airs will be depend on pauses in game play, according to Ad Age.

Bruce Springsteen — notorious for avoiding ad appearances — is finally in a big one: The Boss is starring in Jeep's Super Bowl ad. Stellantis, formed from the merger of Fiat Chrysler Automobiles and France's PSA Group, released the ad early Sunday.

Stellantis Chief Marketing Officer Oliver Francois — known for luring big-name stars for Super Bowl ads — has been chasing Springsteen to appear in an ad for years.

Ad Age contributed to this report.