Last year, BMW aired a humorous ad starring Katie Couric and Bryant Gumble and the electric i3. As the pair wondered about how it worked, the ad showed a clip of the pair many years earlier puzzling over how the internet worked.
Mercedes-Benz has also decided to opt out this year. They’ve only ever run three ads in the history of the game, with the most recent being last year’s for the AMG GT. Other automakers who decided it wasn’t worth the dough include Ford, Lincoln, Nissan, and Jaguar Land Rover.
According to Automotive News, you’ll still be seeing plenty of car ads from the rest of the lot. Kia, Mini, Honda and Toyota are all airing new commercials. Hyundai, the new NFL sponsor, is airing threee ads, two of which feature big names.
Comedian Kevin Hart gets a 60-second spot before kickoff and acotor Ryan Reynolds appears in a 30-second spot in the second quarter.