BMW has 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.
KBS (kirshenbaum bond senecal + partners) partnered with BMW for the creation of the spot, and UM is responsible for media buying.
Other carmakers that have booked spots for the Super Bowl include Mercedes-Benz, Lexus, Nissan and Toyota. The most shared Super Bowl spot of all time is from a car brand – Volkswagen’s 2011 spot, “The Force”, created by Deutsch LA.
NBC, the network televising the big game said recently that it had sold 95% of the available ad space, and it expects the telecast to be fully sold out before the game, as in previous years.
A 30-second spot is reported to cost US$4.5 million, up from around $4 million charged by Fox last year.