Video: 2023 Super Bowl best car advertisements

The most-watched television event of the year in the US has wrapped up with the Kansas City Chiefs winning the championship National Football League (NFL) game, better known as the Super Bowl.

While the Super Bowl 'grand final' is meant to be about the two best NFL football teams in the US, its popularity has grown outside of the sporting world thanks to its highly-anticipated commercials.

With more than 100 million US viewers watching the Super Bowl at any one time, companies reportedly pay more than $US6 million ($AU8.7 million) to air a 30-second advertisement during the game – and car-makers are among the biggest spenders.

US publication CNBC reports car companies spent $US99.3 million ($AU143.8 million) on Super Bowl ads in 2022 – the most of any industry – but investments in electric vehicle technology and an expected upcoming recession resulted in less car-based ads for 2023.

General Motors, Kia, Jeep and Ram were the only auto makers promoting their cars during the 2023 Super Bowl, all uploading their ads to YouTube days before the big game kicked off.

Here are all the car commercials from the 2023 Super Bowl.

As reported last week, US car giant General Motors has signed a sponsorship agreement with the Netflix streaming service for its electric cars to be used exclusively in the platform's TV shows and movies.

In its Super Bowl ad, General Motors gets Hollywood star Will Ferrell to explain the electric cars will only be promoted in programs where it “makes sense”, referencing a number of Netflix-exclusive shows such as Army of the Dead and Squid Game.

A General Motors media statement said Love is Blind, Queer Eye and Unstable are expected to be the first Netflix shows to prominently feature General Motors electric cars, promoting the Chevrolet Bolt, GMC Hummer EV and Cadillac Lyriq, respectively.

US car-maker Jeep used its off-road heritage to promote its upcoming electrified vehicles during the 2023 Super Bowl.

The one-minute commercial features the Jeep Wrangler and Grand Cherokee ‘4xe’ variants – powered by four-cylinder petrol engines with plug-in hybrid technology – driving off-road while a remix of ‘Electric Slide’ plays in the background.

Jeep has previously said the Grand Cherokee 4xe hybrid is expected to arrive in Australia during the second half of 2023, though it has not announced plans for the plug-in Wrangler to make its local debut.

Ram chose to go down the path of innuendo while showing off the new Ram 1500 REV electric pick-up – its first-ever electric vehicle.

Revealed earlier today, the Ram 1500 REV is a battery-powered version of the V8-powered pick-up, incorporating a familiar design with a handful of tweaks to differentiate the two vehicles.

The company compares a common medical condition to ‘range anxiety’ in electric cars, inferring its Ram 1500 REV won’t leave drivers worrying about not being able to “go all the way” – though it is yet to confirm driving range for the electric pick-up.

Ram Trucks Australia has previously expressed interest in the electric Ram 1500, which is set to hit US showrooms in late 2024.

Kia was the only car-maker which used the 2023 Super Bowl to promote a petrol-powered car, not an electric vehicle – dedicating 70 seconds to its Telluride SUV.

The Kia Telluride X-Pro All-Terrain was recently launched in the US as an off-road capable variant of the company’s largest SUV, which the ad’s star uses to retrieve his child’s “binky” (also known as a pacifier or dummy) from their home.

After driving through snow and sand, the father returns as a hero, only for the dummy to be the wrong one – an all-too-familiar ending for parents.

While the Telluride is built on the same platform as the Hyundai Palisade, Kia’s US assembly line is not set up for right-hand-drive production, ruling the large SUV out in Australia for now.