• by Tanya Gazdik , January 30, 2019

The big day for the Big Game is drawing closer, and Super Bowl advertisers continue to eke out details. 

This year marks Kia Motors America’s eleventh -- and, at 90 seconds, the longest -- Super Bowl spot since the brand began advertising in the event 10 years ago.

The ad from David&Goliath, airing during the third quarter of Super Bowl LIII, focuses on a philanthropic effort the brand will offer in lieu of spending big to use a celebrity, like its sister company, Hyundai Motor America. 

Hyundai, which had already shared it is using actor Jason Bateman in its 60-second first quarter spot from Innocean, is now offering up the creative. 

“The Elevator” offers an honest assessment of how most consumers categorize car shopping: It’s in the same category as root canals, middle airplane seats, jury duty and vegan dinner parties, per the automaker. But the spot, which also displays the new Hyundai Palisade, shows the improvement the automaker has made with the process via its Shopper Assurance program. 

Customers who have purchased a Hyundai vehicle through the program thus far have responded very favorably, Hyundai CMO Dean Evans tells Marketing Daily.  A remarkable 95% “loved or liked” the purchase process, while 71% said it makes them feel more positive about the Hyundai brand, and 68% said it made them feel more positive about the Hyundai dealer, he says.

“Our dealers are using Shopper Assurance as a north star in helping evolve and improve the retail experience,” Evans adds.

Meanwhile, Toyota’s Super Bowl spot, which is scheduled for the end of the second quarter, features the all-new 2019 RAV4 HV (RAV4 Hybrid) and powerhouse female football player Antoinette “Toni” Harris. 

Narrated by sportscaster Jim Nantz, the spot features the 22-year-old Detroit native, the first female football player to play a non-specialist position. She is also the first and only female player to be offered a full scholarship as a non-specialist on defense.

Directed by Joe Pytka, who has directed more than 80 Super Bowl commercials, “Toni” was Pytka’s first time working with Toyota. The spot was created by Burrell Communications with additional support from Saatchi & Saatchi and Zenith Media.