After a hiatus from the Super Bowl in 2023, BMW is set to make a comeback in the 2024 game with a 60-second commercial that aims to spotlight electric vehicles (EVs).
The luxury auto brand’s decision to rejoin the Big Game follows its successful Super Bowl appearance in 2022 and signals a renewed focus on promoting EVs in the competitive automotive market.
BMW’s Chief Marketing Officer for North America, Marcus Casey, confirmed to Ad Age that the brand’s Super Bowl ad, produced by Goodby, Silverstein & Partners, will feature an electric vehicle and incorporate a celebrity component. While specific details about the ad remain under wraps, Casey expressed enthusiasm about the upcoming campaign, noting that BMW’s return to the Super Bowl in 2022 yielded significant positive outcomes for the brand.
In 2022, BMW’s Super Bowl commercial starred Arnold Schwarzenegger as Zeus and Salma Hayek Pinault as Hera, showcasing the couple cruising in an electric BMW iX. The ad received favorable attention for its creative execution and helped reinforce BMW’s commitment to innovation and sustainability in the automotive industry.
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While the electric vehicle market has witnessed increased competition and shifting consumer sentiments since 2022, BMW remains confident in its ability to maintain momentum in the EV space. Despite concerns about EV prices and charging infrastructure, BMW has sustained EV sales growth globally, with battery-electric vehicles accounting for a notable portion of its total sales.
In the United States, BMW has continued to make strides in EV sales, surpassing its competitors and solidifying its position as a leading luxury automotive brand. As consumer interest in EVs continues to evolve, BMW aims to address common inquiries about charging infrastructure and further educate consumers about the benefits of electric mobility.
BMW’s return to the Super Bowl underscores its commitment to innovation and sustainability while reaffirming its position as a frontrunner in the luxury automotive segment. With electric vehicles driving the future of mobility, BMW’s Super Bowl ad is poised to captivate audiences and reinforce the brand’s vision for a more sustainable automotive industry.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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