BMW's Super Bowl spot advertising the BMW i3 calls the all-electric model a "Newfangled Idea" similar to the beginning days of the Internet.
Opening with the 1994 "Today Show" clip where Katie Couric and Bryant Gumbel puzzle over Internet and the "@" symbol, the 1-minute spot brings BMW back to Super Bowl airtime after a four-year hiatus.
In the commercial, Couric and Gumbel express tongue-in-cheek confusion about the "revolutionary" i3, echoing the way they asked "What is the Internet?" more than a decade ago.
"When BMW offered me the chance to turn back the clock to 1994 and make fun of Bryant--and myself--I jumped at the opportunity," Katie Couric said in a statement. "The tape doesn't lie, we weren't exactly visionaries back then, but thankfully in 2015 we are much more adept at recognizing game-changing, environmentally friendly innovations like the BMW i3."
The commercial is the first time that Couric and Gumbel have been part of an ad for a national brand, said a press release.
"The BMW i3 Super Bowl spot is my very first commercial, and the opportunity to reunite with Katie was a no-brainer," said Bryant Gumbel. "We are not actors, and we got to be ourselves, which made it fun and easy."
At least six other car brands have bought airtime for the upcoming Super Bowl, including BMW, Lexus, Mercedes-Benz, Nissan and Toyota, the Detroit Free Press reported. Nine automakers advertised 11 brands for the 2014 game.