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Auto blog
The best Super Bowl car commercials from the last 5 years
Wed, Jan 28 2015If you've been dipping into the Autoblog feed over the past days and weeks, you wouldn't even have to be a sports fan to know the Super Bowl is coming up. Automakers have been teasing their spots for the big game, dropping them days early, fully-formed onto the Internet and otherwise trying to amp up the multi-million-dollar outlays that they've made for air time on the biggest advertising day of the year. And, we're into it. The lead up to the Super Bowl is almost akin to a mini auto show around these parts; with automakers being amongst the most prolific advertisers on these special Sundays. The crop of ads from 2015 looks as strong as ever, but we thought we'd take a quick look back at some of our favorite spots from the last five years. Take a look at our picks – created from a very informal polling of Autoblog editors and presented in no particular order – and then tell us about your recent faves, in Comments. Chrysler, Imported From Detroit Chrysler, Eminem and a lingering pan shot of "The Fist" – it doesn't get much more Motown than 2011's Imported From Detroit. With the weight of our staffers hailing from in and around The D, it's no wonder that our memories still favor this epic Super Bowl commercial (even though the car it was shilling was crap). Imported really set the tone for later Chrysler ads, too, repeated the formula: celebrity endorsement + dramatic copy + dash of jingoism = pulled car-guy heartstrings. Mercedes-Benz, Soul teaser with Kate Upton One of our favorite Super Bowl commercials (and yours, based on the insane number of views you logged) didn't even technically air during the game. Mercedes-Benz teased its eventual spot Soul with 90-seconds worth of Kate Upton threatening to do her best Joy Harmon impression. (Teaser indeed.) It doesn't win points for cleverness, use of music, acting, or any compelling carness, but it proved that Mercedes' advertisers knew how to make a splash in the Internet Age. And, hey, it's still classier than every GoDaddy commercial. Kia, A Dream Car. For Real Life Like the Mercedes video above, the initial draw here is a pretty lady; in this case the always stunning Adriana Lima. But this Kia commercial really delivers the extra effort we expect while scarfing crabby snacks and homemades, too. First of all, Motley Crue. Second, a cowboy on a bucking rhino. Enjoy yet again.
Jos? Mourinho shares his fear in Jaguar F-Type R Coupe spot
Fri, 09 May 2014Jaguar is in the middle of an image makeover. It wants people to know that it makes more than just big, comfy luxury cars. Underneath that there is an edge. In its recent ads, the company wants to be associated with a more tailored, witty form of villainy. The next step is showing that it's also fearless.
Many Americans might not be familiar with José Mourinho, but he's one of the premier soccer, or football, coaches in the world. He's nicknamed "The Special One." Mourinho worked his way up from an assistant coach to lead small teams but eventually took over international heavyweights like Real Madrid and Chelsea.
In a new ad for the Jaguar F-Type R Coupe, Mourinho talks about what it means to be afraid. You might think such successful people overcome their fears, but successful men are driven it, he claims. But being scared doesn't make a man weak - it makes him dangerous. Scroll down to understand what Mourinho is talking about and get an earful from the wonderful exhaust of the R Coupe.
Nearly 200 units of the Jaguar I-Pace recalled again due to fire risk
Mon, Oct 30 2023Jaguar has issued a safety recall that applies to nearly 200 units of the electric I-Pace. The crossovers included in the campaign can catch fire due to a battery-related problem, and they should have already been fixed but ended up not receiving the required software update. Assigned recall number 23V-709 by the National Highway Traffic Safety Administration (NHTSA), the recall includes 199 examples of the 2019 to 2023 I-Pace built between February 15, 2018, and February 7, 2023. These vehicles were also part of recall number 23V-369 issued in March 2023. Jaguar has since received one new report of a car in the United States catching fire; the incident happened on September 8, 2023. When it issued the original recall, it cited eight reports of an I-Pace catching fire on our shores between June 2019 and May 2023. Jaguar explains the recalled cars are at risk of a "thermal overload," which can manifest itself as "smoke or fire" that "may occur underneath the vehicle, where the high-voltage traction battery is located." The company hasn't detailed the root of the problem, but it previously noted that the updated software monitors the battery pack's status, detects when it's at risk of a thermal overload, and warns the driver accordingly. It also limits the battery's charging capacity to 75% if it identifies a problem and instructs the driver to visit a dealer as soon as possible. The issue is that some dealers "used a non-approved service diagnostic tool" that didn't upload the updated software to the car, hence why the 199 vehicles included in campaign 23V-709 are being recalled a second time. Jaguar's fix remains the same: It's asking owners to take their I-Pace to the nearest authorized dealership so that a technician can update the Battery Energy Control Module (BECM) software. Owners who have already paid to get the problem fixed will be able to claim a refund from the British brand. And, they're being asked to park their car away from structures, such as a garage or a house, and charge outside for 30 days after the software update has been completed. Jaguar will begin notifying owners of affected cars by mail on December 15, 2023.