Polestar is relying on a time-honored tactic to get seen in an more and more crowded electrical automotive market: a brazen Super Bowl advert. Volvo’s sibling model aired a 30-second spot for the Polestar 2 throughout Super Bowl 2022 that took some not-so-subtle potshots at opponents and trade hypocrisy at giant. The industrial was dominated by “nos” that included “no dieselgate” (hello VW), “no conquering Mars” (ahem, Elon) and “no greenwashing.” The firm needs you to see rivals as both distracted from their mission or utilizing eco-friendly merchandise as cowl — a attainable dig at oil firms that flaunt inexperienced credentials, amongst many different potential targets.
The advert got here throughout a Super Bowl filled with tech advertising, together with a two-pronged technique from GM that included a Sopranos-themed commercial for the Chevy Silverado EV in addition to the return of Austin Powers‘ Dr. Evil to pitch GM’s electrification technique. Other tech promos got here from Meta (pitching the Quest 2 and Horizon Worlds), Uber, Intuit and a number of cryptocurrency exchanges.
Whether or not the advert results in a surge in demand is way from sure. Polestar might have the burden of Volvo (and joint guardian Geely) behind it, however it’s nonetheless a tiny newcomer in comparison with Tesla, VW and different incumbents. It’s additionally not fairly clear the Polestar 2 provides “no compromises” when it is not the quickest, longest-ranged or most capacious EV. Still, the Super Bowl advert may be efficient if it a minimum of will get prospects to contemplate Polestar in the event that they’re planning to ditch gas-powered transportation.
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