Glen Powell is going on a joyride, hijacking a truck, and putting the pedal to the metal.<\/p>\n
In the first teaser for Ram\u2019s upcoming Super Bowl 59<\/a> ad, the red-hot Hollywood actor sets up a testosterone-charged retelling of The Three Bears fairy tale and dons a flowing blonde wig for the Stellantis brand.<\/p>\n He\u2019s\u2026Goldilocks? Apparently so, but nothing like the character from the children\u2019s storybooks.<\/p>\n Ram, along with sister nameplate Jeep, both return to the game after a year absence. In what has traditionally been a showcase for car brands, the two are the only auto manufacturers to commit so far to advertising during the Big Game on Feb. 9, with spots going for a record $8 million.\u00a0<\/p>\n <\/p>\n Powell\u2019s post on Instagram sets up the sneak peek: \u201cThe best part of any fairytale? When the hero skips the magic, \u2018borrows\u2019 a truck, and gets right into the action sequence.\u201d<\/p>\n The short clip features Powell<\/a> ripping a BABY BR license plate off a Ram truck, saying, \u201cDon\u2019t worry Baby Bear, I\u2019ll bring it back.\u201d<\/p>\n Slapping on a replacement that says G-LOCKS, Powell looks straight at the camera with a mischievous grin and says, \u201cNo I won\u2019t.\u201d<\/p>\n The classic rock anthem \u201cPanama\u201d from Van Halen provides the hard-driving soundtrack for the video that ends with Powell behind the wheel, speeding along a rugged landscape, yelling, \u201cWhoooooooo!\u201d<\/p>\n Ram\u2019s commercial, from agency GSD&M<\/a>, will air in the second quarter, per the brand.<\/p>\n Powell has an ongoing relationship with Ram that has included starring in an action-based miniseries and narrating ads. His storm-chaser character in the blockbuster flick Twisters drove a Ram truck.<\/p>\n Car category stalls out<\/strong><\/p>\n Among car makers, there are far more bench sitters than players in Super Bowl LIX: Toyota, BMW, General Motors, Kia, Audi, Ford, Honda, Hyundai, Mercedes, Lexus, Nissan, and Volkswagen have all confirmed they will pass on Big Game ads this year.<\/p>\n The shrinking number of car and truck ads in the Super Bowl is a growing trend<\/a>. In 2014, the auto category represented more than one-third of all Super Bowl commercials, according to television ad measurement and analytics company iSpot.tv. A decade later, the industry accounted for just 8%.<\/p>\n<\/blockquote>\n
![\"Toyota](\"https:\/\/www.adweek.com\/wp-content\/uploads\/2025\/01\/Screenshot-2025-01-27-at-10.41.30 AM.png?w=640&h=360&crop=1\")