HyperS4

I didnt feel that any of the auto ads were "shoppers" ads. They all had some sort of message. While the Kia ad was humorous, it didnt make me want to buy a Kia. The Honda ad was just weird with the yearbook thing. The only ad that really showcased a car was Alfa, but maybe thats only because Im predisposed to desiring the Guilia.

snagitseven

Even "message" ads are a form of marketing. Those types of ads are designed to make one feel warm and fuzzy (with the right audience) about their brand. Companies are rarely in the business to do anything but present them in a desirable light and with luck, if effective, ultimately sell their products. Except in very rare cases, a goal to be socially responsible would be secondary to the bottom line.

HyperS4

I totally get that. however, there have been many times I can remember a funny commercial or a jingle but have no clue what the company was. For instance, I really liked the message in one of the commercials last night. There was no name of the company, just a logo. I had no idea what the logo was so I forgot about the commercial. It wasnt until I was keeping up on my social media that the commercial was discussed and the company was AirBnB. Ive never used that company, nor seen its logo before. Unfortunately, there might be a lot of people who also dont know the company but would use them based on the commercial but dont have the means to figure out who that logo belonged to. That, to me, is a waste of $5 million.

J. Patterson

Then there is this guy's take. I'm not sure I'm deep enough to have seen all of that.
The Real Message Behind Audi's Super Bowl Ad Isn't Exactly An Uplifting One

snagitseven

If an analysis of an ad takes longer to read than the time to watch it, it can probably be ignored. This is a great example of over analysis in spades.

HyperS4

Video just release on Youtube react channel of kids watching superbowl commercials. The Audi commercial was one of them.

Le Chef

This is not a "customer/buyer" ad but is aimed at different audiences.

Car companies need to recruit more women as engineers (they happen to be good at it but don't always get their fair share of interviews and hirings) so this ad says Audi wants women as recruits. Audi/VAG need corporate P/R to show it's not an old boys club and this works for investors who are now paying much more attention to ESG.

kuy895

After reading the titles after the video was over it looks like equal pay and Lesbianism are the subjects of some of the other Superbowl advertisements.