Is this the Super Bowl's best car ad?

The big game is still 3 days away, but 1 automaker is already predicted to sweep the competition.

By Aimee Picchi Jan 31, 2013 3:21PM

With automakers eager to get their new models out in front of millions of Super Bowl viewers, Sunday's game will feature flashy ads from Ford (F), Volkswagen (VLKAY) and Daimler's (DDAIF) Mercedes-Benz. 


But one automaker has already been declared the winner among the more than half a dozen car manufacturers spending millions to get into the game. 

That winner is Toyota (TM), whose Super Bowl spot touts its redesigned RAV4. The commercial is expected to resonate with more viewers than any other automaker's spot, according to Kelley Blue Book. (See the ad here.)


The reason? The sleek commercial features actress Kaley Cuoco, from the hit CBS comedy "The Big Bang Theory," and promotes a car in the popular compact SUV category, Kelley Blue Book says. Image: Couple shopping for a new car -- Tetra Images/Getty Images


The ad, created by Saatchi & Saatchi in Los Angeles, is both slick and funny: Cuoco stars as a RAV4 genie and tells a family she can grant them any wish they like. In a fast montage, viewers are taken through a medieval battle, flown into space and swooped by a horde of witches. 


In an odd bit of duplication, Toyota competitor Kia (KIMTF) also features a space scene in its Super Bowl commercial. Kia's spot shows a father explaining to his son where babies come from: a planet of adorable human and animal babies, who are sent to earth in spaceships to meet their parents. Like the Toyota ad, Kia's also includes some flashy CGI animation. (To see the Kia ad, click here.)


The automakers are spending millions on the game, with the price of a 30-second spot fetching a record $3.8 million or so. That doesn't include the cost of creating the advertisements, which can add millions from production costs, hiring stars, and other expenses. 


The Super Bowl airs on Sunday on CBS. 


More on moneyNOW

15Comments
Feb 1, 2013 2:12AM
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I must be old...I missed the entire idea and/or logic  of what this commercial was all about..... no auto facts,  figures, features, or  images, of a automobile, that should plant an idea in my mind of why I should consider upgrading and purchasing a new automobile,  This entire commercial was the worst cartoon show I have ever seen... A complete waste of time, money, and energy....
Jan 31, 2013 7:30PM
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Wow, really poor.  One of the worst I've seen.  KIA commercial is MUCH better. Sorry...
Jan 31, 2013 11:12PM
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After all the safety issue recalls, and unintended acceleration deaths and fines, I would wish for a safer car for my family!
Jan 31, 2013 6:26PM
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KBB should stick to pricing used cars and stay out of advertising. 

Jan 31, 2013 8:44PM
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KBB, the same ones that Toyota uses in their ads stating that the 2013 Toyotas have the best resale value.  No bias here.  Whom is bribing whom??  I smell something fishy, is Lance Armstrong working here?

Jan 31, 2013 9:51PM
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This is an entertaining commercial,but nothing in it would make you want a Toyota.Dodge has one with a pretty girl and her white Ram pick up,and you end up wanting both.

Jan 31, 2013 7:26PM
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One of the worst commercials I've ever seen !!  What the hell are they selling ? 

Feb 1, 2013 3:17AM
Jan 31, 2013 8:41PM
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I''ll take the new VW ad over this.  Come on mon, be happy!
Feb 1, 2013 6:26AM
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The Super Bowl advertisements are for entertainment. Has any recent Super Bowl commercials ever increased the sales of that product substantially?
Feb 1, 2013 8:07AM
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ford has the best vehicles  out there and they are AMERICAN car company, toyota has been junk ever since it was shipped to the USA! they can't build a car that will not rust out in 4 years, but the state inspectors let them slide, they are junk and the cost of repair for toyota is 3 times as much as any other vehicles on the road, they bought michael waltrip racing, so they could race in nascar, so why don't we let every car maker in the world in nascar, it is called money, nascar is a AMERICAN  sport with USA cars only, no rice burners, it is a shame that the people in America would go buy a car from a country that tried their best to beat us a war, well they lost, as did their nuclear melt down, you people who drive toyotas need to be taxed 100% just like they do our cars if a jap person buys one and has it shipped to japan., we don't need any of their junk cars, and i mean any  car that comes from japan, or Germany!
Feb 1, 2013 6:52AM
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Oh no, the Kia commercial is definitely better. Especially when the animals are on re-entry.
Feb 3, 2013 2:06PM
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Sorry I will stay with the Mercedes.   Actually I will stay with the babe and think about the Mercedes.
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