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A spotter's guide to Super Bowl LIV car commercials

Set to kick off on Fox at 6:30 ET on Sunday, February 2, from Hard Rock Stadium in Miami, Florida, the big game will feature the Kansas City Chiefs and the San Francisco 49ers. Throughout Super Bowl LIV, viewers will see about 50 commercials, each of which costs as much as $5.6 million per 30 seconds, according to AdWeek. Originally, there were more than 77 ad slots, so several companies could be paying well more than $10 million for a single, longer commercial. Numerous car companies have already announced their commercials, or their intentions to show commercials, during the game. Here's a roundup of the ones we know about so far. During the game on Sunday, we'll be livestreaming and adding links to the new commercials as they become available, so check back with us for that post.  Audi: E-Tron Sportback Maisie Williams has experience wearing many faces, and in Audi's Super Bowl commercial, she does her best Elsa impression. In the spot, titled "Let It Go," Williams faces the rigorous task of getting through L.A. traffic, but she's alleviated by the comfort of the Audi E-Tron Sportback electric crossover. The commercial is meant to signal the company leaving its gas past behind and moving forward to a sustainable future.  Genesis: GV80 Genesis makes its Super Bowl debut with a commercial that will show its all-new SUV, the GV80, to viewers around the world (many of which will be seeing the vehicle for the first time). The ad features Chrissy Teigen and John Legend as the purveyors of "new luxury," while "old luxury" is left for the birds. GMC: Hummer General Motors is bringing back the Hummer nameplate as a premium electric GMC truck. GM says it will have 1,000 horsepower and will be capable of going zero to 60 mph in three seconds. GM brought in NBA legend and Hummer fanboy LeBron James for the debut commercial. Hyundai: Sonata Hyundai is known for bringing in the big-time celebrities for its commercials, and 2020 is no different. A new advertisement called "Smaht Pahk" features John Krasinski, Chris Evans, and Rachel Dratch, all three of whom are from the Boston area. The trio gets into full character as they discuss the new high-tech parking feature on the redesigned 2020 Hyundai Sonata, and David Ortiz makes a cameo at the end. Even when New England isn't in the Super Bowl, New England is in the Super Bowl.

Toyota rolls out all-new HiLux pickup Down Under [UPDATE]

Never heard of the Toyota HiLux? That could be because it's not sold in America. But it's been around in other markets for 47 years now, over the course of which it has sold over 16 million units. Suffice it to say, then, that the HiLux is a vital product for the Japanese automaker, so the introduction of the new model you see here is a big deal on a global scale. The eighth-generation HiLux is the first all-new one in a decade, and benefits from some substantial improvements. It's touted as tougher and more capable than the ten-year-old model it replaces, but also safer and more comfortable. It boasts more interior space, a larger fuel tank and greater hauling capabilities. In the right spec, it'll tow more than 7,700 pounds and carry up to 2,700. There's a staggering array of configurations to choose from: 31 in all, resulting from two drivetrains, two transmissions, four engines, three cabin sizes and three levels of trim (in Australia at least - see update below). The top 4.0-liter V6 carries over and the 2.7-liter four has been upgraded for higher output and efficiency, but there are two new common-rail turbo-diesels on offer: a 2.4 with 164 horsepower and 295 pound-feet of torque, and a 2.8 with 174 hp and 332 lb-ft. They're mated to new six-speed manual and automaker transmissions, and buyers in the many markets where the HiLux contends will also be able to select a new Hi-Rider model that combines two-wheel drive with the ride height of the 4x4. The new HiLux is being introduced today in both Thailand and Australia, which are hardly random choices for the new model's debut. Though the truck is manufactured in six countries around the world, the Thai plant alone accounts for 70 percent of its production. And in Australia, the HiLux has not only been the top-selling commercial vehicle for the past 17 years running, but stands as the country's most popular vehicle of any kind – making it Oz's equivalent to our Ford F-150. UPDATE: While the HiLux is clearly a vital product for Toyota in the land Down Under, that's not the only place where it will be sold - and the details listed above will change from market to market. "Specs will differ across the globe, including engine availability," a spokesman for Toyota in Europe told Autoblog. The company's Australian PR rep confirmed that "Each region has its own unique requirements. Engine specs change based on emissions requirements for instance.

Lexus NX, BMW i3 to get Super Bowl commercials

At this point last year, we'd been getting news on automotive-focused Super Bowl commercials for more than two months. The teasers hadn't come out yet, but manufacturers lined up for the super-expensive spots were making their intentions known. This year? Almost nada, until this week. BMW has said it will air a 60-second spot promoting the i3 during the first quarter of the game, the Munich firm returning to The Big Game after a four-year absence. BMW says, "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy." We say that pitching a tiny range-extended hatchback during the beer-iest American sports orgy of the year should make for some neat commentary afterward. Lexus is putting its new NX crossover in the second Super Bowl commercial it's ever aired, eschewing the glitter of celebrities and glamor for a straight-shooting spot and the tagline, "Be seen, be heard, make some noise." Joining those two are Kia, Mercedes-Benz, Nissan and Toyota. The six confirmed carmakers are down from eleven last year, when car spots made up a quarter of the total ad time. The price to do business for 30 seconds this year: reportedly around $4.5 million, up a stacks from last year's $4 million. You can watch the Lexus commercial in the video above, and beneath that, the BMW press release below has a bit more information on its effort. BMW to Advertise All-Electric BMW i3 during Super Bowl XLIX. The all-electric BMW i3 is featured in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015. Woodcliff Lake, NJ – January 15, 2015... Today, BMW announced plans to feature the all-electric BMW i3 in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015. After a 4-year hiatus, BMW will be returning to the big game with a commercial during the first quarter. "As one in three Americans will tune in to watch the Super Bowl, we are thrilled to use this platform to educate viewers on the importance of electric mobility," said Trudy Hardy, Vice President of Marketing, BMW of North America. "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy." BMW i is BMW's forward-looking and sustainable brand dedicated to solving many of the mobility challenges faced by the world's most densely populated cities. The BMW i3 is the first of the BMW i vehicles constructed from the ground up primarily of carbon fiber.