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Mercedes-Benz is taking a whimsical approach for its Super Bowl ad this year. The German luxury brand is updating Aesop's classic fable of the race between the tortoise and the hare with help from the 2016 Mercedes-AMG GT S.

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Pierce Brosnan puts on a little of his former James Bond persona for Kia's humorous and action-packed Super Bowl ad for the 2016 Sorento. The extended cut of the commercial might be one of the best automotive spots from this year's game released so far.

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Instead of airing a big-budget ad during the Super Bowl this year, Volvo is launching a giveaway to determine who best deserves a new XC60.

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We're getting another taste of Toyota's ad campaign for the Super Bowl with its pre-game commercial for the refreshed 2015 Camry. The spot stars Paralympic snowboarder and former Dancing with the Stars contestant Amy Purdy over the inspiring words of Muhammad Ali.

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Mercedes-Benz and Toyota begin the rollout of their 2015 Super Bowl commercial campaigns. Mercedes has ex-wide receiver Jerry Rice trying to debate an eight-year-old about the relative speeds of tortoises and hares, while Toyota has some other ex-pros showing off their dad skills.

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Lexus will run a 30-second spot for the NX during this year's Super Bowl, while BMW announces it will be showcasing the i3 in a 60-second spot. Four other carmakers have announced plans to join the party, down from 11 carmakers who advertised during last year's event.

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Continuing the story of black hearts it began with its first Super Bowl commercial, Jaguar is roaring down the dark and oh-so-magnificently appealing road of villainy with a new spot featuring Tom Hiddleston. Using its new F-Type Coupe to demonstrate, the actor explains the salient features of the best - meaning, English - villains.

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It's no secret that Super Bowl ad time is very, very expensive, with a 30-second spot for this year's game costing around $4 million. For Maserati, which aired a 90-second spot showing off its new Ghibli sedan during this year's game, the price was considerably above $4 million, though.

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Chrysler's latest Super Bowl ad follows in the footsteps of its classic Imported From Detroit spot starring rapper Eminem and Half-Time in America ad starring Clint Eastwood. Featuring Bob Dylan's gravely voice asking, "Is there anything more American... than America?" the spot has been somewhat controversial, thanks to a few lines informing viewers that Germany can brew beer, Switzerland can make watches and Asia can assemble phones. The US, though, will build your car, Dylan tells us. When the

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Super Bowl XLVIII wasn't much of a contest, but that doesn't mean the commercials can't duke it out with more ferocity than at least one of the teams could muster. Here we've assembled every Super Bowl commercial made by an automaker that made its television debut during Sunday night's big game.

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The second of three spots produced by Fiat Chrysler Automobiles for this year's Super Bowl featured the all-new 2014 Jeep Cherokee. Aired during the game's half time show, the minute-long ad didn't strike as anything new or innovative from an automaker with a reputation for above average Super Bowl spots, but it did show the controversially styled Cherokee in the best light possible.

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Fiat Chrysler Automobiles aired three commercials during this year's Super Bowl, and the first spot was given to Maserarti during the first quarter of the big game. The 90-second ad was used by Maserati to introduce its new midsize Ghibli luxury sports sedan to a very captive American audience.

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One of the Super Bowl commercials from Fiat Chrysler Automobiles stars the all-new 2015 Chrysler 200 midsize sedan. Aired during the game's third quarter, the spot followed the same formula for Super Bowl commercials that Chrysler has been using for years: a heart-tugging apologue about American exceptionalism delivered by an appropriately iconic domestic celebrity. This year, that figure is legendary singer-songwriter Bob Dylan, who provides the voice over for this commercial that also introduc

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Ford has just released a teaser for its Super Bowl ad, and unlike just about every other automaker, it seems that the Blue Oval is going to make us wait until Sunday to see the full spot. The teaser is, um, strange.

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Billboard reports that Bob Dylan will be working with Chrysler again, this time starring in a Super Bowl ad expected to showcase the company's new 200 sedan. The rock icon first tied up with the Chrysler Group late last year when a commercial for the new 2014 Jeep Cherokee used Dylan's unreleased cover of Blind Willie Johnson's "Motherless Children" for its soundtrack.

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Chevrolet has made a big push with its latest batch of Silverado trucks to emphasize its link to the country. It did it this past summer when it launched the Silverado ad, Her Horse. So you'd be forgiven for thinking that this latest spot, featuring the new heavy-duty variant of Chevy's pickup, was more of the same.

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We previewed Toyota's upcoming Super Bowl ad nearly a week ago, but with the big game just around the corner, the Japanese brand has now dropped the minute-long spot which will air on Sunday.

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Chrysler's Imported from Detroit commercial from Super Bowl XLV is one of the most powerful car commercials in recent memory, and Jaguar is taking a similar approach – albeit with a more villainous spin – for its first-ever Super Bowl spot titled Rendezvous. While Chrysler and Eminem focused on hometown cheerleading, Jaguar is using its $8 million (the going rate for a 60-second commercial in this year's game) to play up the Hollywood tradition of typecasting a Brit as the bad guy.

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Kia made a splash when it announced that Laurence Fishburne would revisit Morpheus, his bespectacled, blade-wielding badass character from the Matrix trilogy for a Super Bowl commercial. When we originally broke that story, we offered up a brief synopsis of the spot, produced by David&Goliath.

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Yesterday, Hyundai unveiled its Dad's Sixth Sense Super Bowl ad, which showed off the 2015 Genesis Sedan and its auto emergency braking system. While a fine spot, it lacked the pizzaz we expect of a commercial for the big game. Hyundai's second half-minute commercial, however, is more of what we expect of a Super Bowl ad.

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Volkswagen is a Super Bowl commercial veteran, having paid a king's ransom for air time five years in a row now, and producing what was arguably the best ad of the game back in 2011 with The Force. Since then, however, the German brand hasn't quite risen to the same levels of giggle-inducing creativity. It's back, however, for Super Bowl XLVIII with a new spot that will air during the second quarter of the big game.

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