BMW will debut a new 60-second advertisement during the Super Bowl this weekend on Sunday, February 13 to showcase its new fully electric BMW iX sports activity vehicle (SAV). This new model will arrive in the US next month.
There is no better place for a brand to make a statement than in front of one of the largest television audiences in the world. Often, viewers tune in as much for the commercials as they do for the game. With BMW advertising the BMW iX electric vehicle (EV) at the event it shows the electric car revolution is upon us.
The star-studded advert features legendary actors Arnold Schwarzenegger and Salma Hayek Pinault, and was directed by two-time Academy Award-nominated director Bryan Buckley. It will air during the third commercial break of the first quarter of the game.
Schwarzenegger stars as Zeus, the Greek god of lightning, and Hayek Pinault plays his wife, the goddess Hera, as they retire from Mt. Olympus to a quiet life in Palm Springs, California.
The monotony of retirement quickly weighs on Zeus, who becomes frustrated by his struggles with earthly electronics and his nagging mortal neighbours’ constant requests to charge their electric golf carts and hedge trimmers.
Meanwhile, Hera, the hero of the story, has fully acclimated and is thriving in retirement. In an effort to bring some excitement back into Zeus’s life, she gifts him with an all-electric BMW iX, which quickly helps reignite her husband’s electric mojo.
The advert closes with the happy couple rocking down the road in their new BMW iX to Eddy Grant’s Electric Avenue while Zeus uses his electric power to change the traffic lights to green.
Jens Thiemer, BMW AG senior vice president, customer and brand, said: “All-electric mobility is at the very heart of the BMW brand.
“There is no better place to make this statement than in front of one of the largest television audiences in the world, where viewers tune in as much for the commercials as they do for the game.
“With Arnold and Salma, we are able show the world the new BMW iX in a memorable and impactful way.”
Arnold Schwarzenegger, actor, said: “The humour lies in this legendary god of lightning, who is supposed to be indestructible, battling with everyday electronics. It is only when his brilliant wife presents him with the gift of an all-electric BMW iX that Zeus is struck with the mighty power of electricity and is completely rejuvenated.”
Salma Hayek Pinault, actor, said: “Seventy-five percent of the decisions made in a marriage about where to spend the money are made by women, and in this commercial, it is the woman who decides on the right car to get her husband back on track. Of course, the commercial is entertaining, but there is also a real human truth to it.”