Next Sunday, automakers will return to advertising on the Super Bowl broadcast in full force, hoping to make big impressions with their cars.
Mercedes-Benz has enlisted supermodel Kate Upton and Lincoln has employed comedian Jimmy Fallon, while Kia appears to be dumping sex appeal for family fun.
Many automakers are trying to build buzz through teaser ads and social media campaigns.
Here’s a rundown of what we know so far.
• AUDI: For the first time in Audi’s history, the brand will let the public select which Super Bowl spot they’d like to see run during the big game.
The German luxury brand, returning to the Super Bowl for the sixth consecutive year, has three versions of its 60-second ad.
• CHRYSLER: Chrysler has purchased airtime, but has declined to reveal any details about the amount of time or the number of commercials it is planning.
Chrysler is coming off back-to-back blockbuster ads. In 2011, Chrysler made its mark with the first automaker to air a two-minute Super Bowl featuring Eminem and the “Imported from Detroit” tagline and in 2012 the automaker created a political stir with Clint Eastwood in Halftime in America.
• CARS.COM: This online car shopping site wants to capture a larger number of car purchasers by convincing people that it offers a “no drama” way buying a car. It has released a teaser ad that has plenty of drama.
• FIAT: Like last year, there is a good chance that Fiat will again employ a combination of humor and sex appeal in a 30-second spot.
One option under consideration for the Fiat 500 Abarth Cabrio shows a woman on a beach with a black scorpion crawling on her back. Fiat has other options as well, an ad titled Sisters and one titled Date.
• FORD AND LINCOLN: Ford hasn’t advertised in the Super Bowl for several years and won’t be there this year either. But Lincoln will be for the first time with a 60-second spot crafted by comedian Jimmy Fallon.
• GENERAL MOTORS: GM, historically one of the Super Bowl’s biggest spenders, decided last spring to skip the game.
• HYUNDAI: In its sixth consecutive year as a Super Bowl advertiser, Hyundai said it has five game-day ads, including four all-new spots, planned. Hyundai commercials will highlight its Santa Fe crossover, Sonata Turbo full-size sedan and Genesis R-Spec luxury sedan.
• KIA: Kia has purchased a 30-second and a 60-second spot. At least one of the spots will feature the redesigned Sorento crossover.
• MERCEDES-BENZ: Mercedes-Benz has enlisted supermodel Kate Upton and music star Usher to appear in their advertisement to launch its new, entry-level CLA-Class sedan.
• TOYOTA: Actress Kaley Cuoco, star of the CBS show The Big Bang Theory, will be featured in Toyota’s commercial for its RAV4 crossover.
• VOLKSWAGEN: Volkswagen is returning to the Super Bowl for the fifth consecutive year. Volkswagen’s The Force, in 2011, and The Dog Strikes Back, in 2012, are among the most memorable ad in recent years.