Super Bowl LVIII is fast approaching and a handful of car manufacturers, including BMW, VW and Kia have confirmed that they will run commercials during the Big Game. However, some major brands have decided to sit out this year, including General Motors, Toyota, and Stellantis.

VW’s presence at 2024’s Super Bowl is particularly significant as it will mark the first time it runs an ad spot during the event since 2014. The German brand says the commercial will form part of its ongoing 75th anniversary celebrations in the United States, but it has not yet revealed if the commercial will be 30 seconds long or if it will be a 60-second spot.

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What we do know is that BMW will run a 60-second spot during the first half of the game. Auto News reports its commercial has been produced by Goodby, Silverstein & Partners and will be centered around an unspecified EV and feature a celebrity. BMW ran a similar commercial in 2022 by calling on Arnold Schwarzenegger and Salma Hayek Pinault to help promote the all-electric iX.

 BMW, VW, And Kia To Promote New EVs During Super Bowl LVIII

“We’re really excited to be doing it again next year after 2022,” BMW of North America CMO Marcus Casey said in late 2023. “It was a very successful endeavor … all the metrics that we have seen and looked at just showed a huge impact for us.”

Kia has also confirmed it will run a 60-second spot during the game on February 11. Its commercial has been produced by David & Goliath and will promote the new EV9, the firm’s first three-row electric SUV.

The brand will no doubt hope the commercial helps to spark interest in the EV9 and further drive total U.S. sales that jumped 13% last year to a record 782,451 units.

 BMW, VW, And Kia To Promote New EVs During Super Bowl LVIII