BMW Purchases Super Bowl Ad Spots to Promote Electric i3

Jan 16, 2015 12:00 PM EST | Matt Mercuro


While some automakers are choosing to sit out this year’s Super Bowl, BMW plans to make a big splash.

A new 60-second ad, produced by lead creative agency Kirshenbaum Bond Senecal + Partners, will air during the first quarter of the big game, according to a BMW release.

The spot will feature BMW’s electric i3, which you can plug into a 220-volt outlet and charge in about three hours.

"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, VP-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 hasn’t had a new ad appear during the Super Bowl since 2011. BMW aired two spots that year, "Defy Logic" and "Changes."

Big car companies like General Motors, Hyundai, Honda, Lincoln, Jaguar and Volkswagen are all sitting out Super Bowl XLIX this year.

Companies like BMW, Lexus and Mercedes-Benz will be left to battle for the title of best luxury car ad. Other automakers set to have an ad during the Super Bowl include Kia, Nissan and Toyota.

"The i3 represents the most disruptive technology in the category and deserves a big stage. The Super Bowl is just that," said Ed Brojerdi, CEO, KBS New York. "It's been four years since BMW has been a part of the big game so we are really proud to be able to contribute and bring creative ideas to the brand that are as inventive as their product."

Advertisers spend about $4.5 million for a 30-second Super Bowl ad. Beer company Anheuser-Busch has already confirmed three spots for the biggest advertising day of the year.

Seth Winter, the network's executive vice president, said to CNN that 15 first-time sponsors have been lined up for this year's game.

Super Bowl XLIX airs Feb. 1 on NBC.

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