BMW To Advertise i3 During Super Bowl XLIX

JAN 15 2015 BY ERIC LOVEDAY 20

Super Bowl Logo

Super Bowl Logo

BMW just announced that it will feature the BMW i3 in a 60-second ad spot during Super Bowl XLIX on Sunday, February 1, 2015.

BMW hasn’t advertised during the Super Bowl in the last 4 years, so the automaker’s return, featuring a plug-in vehicle, gives a strong sense of BMW’s commitment to electric.

The commercial will air during the first quarter of the big game.

Trudy Hardy, Vice President of Marketing, BMW of North America, stated:

“As one in three Americans will tune in to watch the Super Bowl, we are thrilled to use this platform to educate viewers on the importance of electric mobility.  Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy.”

BMW press release below:

BMW to Advertise All-Electric BMW i3 during Super Bowl XLIX

Woodcliff Lake, NJ – January 15, 2015… Today, BMW announced plans to feature the all-electric BMW i3 in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015.  After a 4-year hiatus, BMW will be returning to the big game with a commercial during the first quarter.
 
“As one in three Americans will tune in to watch the Super Bowl, we are thrilled to use this platform to educate viewers on the importance of electric mobility,” said Trudy Hardy, Vice President of Marketing, BMW of North America. “Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy.”
 
BMW i is BMW’s forward-looking and sustainable brand dedicated to solving many of the mobility challenges faced by the world’s most densely populated cities. The BMW i3 is the first of the BMW i vehicles constructed from the ground up primarily of carbon fiber. Currently available in the U.S., the BMW i3 has a starting MSRP of $43,350 (Including $950 Destination and Handling), and the range-extender model has a starting MSRP of $47,200 (Including $950 Destination and Handling).
 
KBS (kirshenbaum bond senecal + partners) partnered with BMW for the creation of the spot, and UM is responsible for media buying. 

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20 Comments on "BMW To Advertise i3 During Super Bowl XLIX"

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danpatgal

Awesome. I could imagine a funny spot of all sorts of things one would do in an electric that takes some getting used to, like:

Driver pulls up to a gas station, get’s out, tries to put the pump in the J1772, then sheepishly says, “Oh crap, forgot again!”

Sitting at a stoplight, next to a police car. Next shot is the i3 driver being pulled over and saying, “Yes officer, sorry, I’m just not used to how fast the gas pedal … uh, accelerator responds.”

Any others ??? – I look forward to seeing how BMW treats this opportunity, and wow, what a bunch of money they’ll be spending for that 60 seconds. I might just have to watch the SuperBore this year – at least through the first quarter.

kdawg

60 seconds…wow.

Well, I guess it would take at least that long to explain a plug-in vehicle to the mainstream. They better not confuse them with the REx or heads may explode.

David Murray

I dunno.. I’d hope they would show the Rex. I know most people I’ve talked to around here in Texas would not consider a pure EV at all.

kdawg

I was just joking. Seems like people have a hard time of grasping the concept of a range extender.

David Murray

Take note, General Motors. This is what companies do that really want to sell their EV products.

CSS

Hear, hear!

kdawg

Ford should probably take note more so. Or any of the CARB compliance EV makers. Put some fire under their butts.

Tesla Fan

*That really want to sell their half ass products that cant sell themselves

Nix

I probably have a contrary opinion from most folks here, but I think this is a colossal advertising mistake. It is way too much money being spent to put their product in front of the wrong target audience. It cuts deep into advertising dollars that BMW could have used in more targeted advertising and events.

Djoni

Nope!
IMHO, even if it ain’t the proper audience, it will get to it with zillion of social/web/youtube/blog media echoing for a couple of week, if not month.
As many ads just do showing off at the superthing.

Someone

Not really. The ad is just as much an ad for BMW itself as it is for the i3. BMW want to show that they are modern, adventurous and technically advanced and is therefore showing their “car of the future”. I’m guessing that the i8 will make a cameo in the ad too.

Lou Grinzo

Exactly! BMW seems to have decided that they want to use the i3 as an “aura car” to change the perception of their brand.

Here in the US, BMWs have an image of extremely well made and quite pricey cars that are short on personality and sizzle. An EV could be just the thing to help change that to much more leading edge, and, dare I say it, hipper image.

Big Solar

I like the i3 but BMWs being an extremely well made car is laughable.

Nix

The i8 is the halo car. If this were purely a branding exercise, it would be an i8 ad, with a cameo by the i3.

We’ll have to wait to see what the ad actually is to know if it is primarily a branding effort. But see GR33N’s math below for how little sense this makes as an ad for the i3 itself.

GR33N

A 60 second spot for $9 million? wow!
BMW sold 6000 i3’s last year.
$1500 of that 40K+ price went into this ONE commercial.

Nix

That’s my point, it is way too much a spend on a single 60 second push.

Antonio S.

XLIX? Why not IL?

EV_Dreamin

Roman numeral rules. Subtracted number can only be subtracted from the two next highest roman numerals. IC can’t work because I can only be subtracted from V and X.

Nix

Thank Allah for Arabic numerals!

Kaiser

BMW’s cost for this one commercial is roughly 20% of the entire amount Tesla has spent building their supercharger network. I half expect BMW to announce a fast charging network of their own.