BMW to Make Super Bowl Comeback After 10 Years

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BMW North America is returning to the Super Bowl after a 10-year hiatus, as the car maker enters one of the busiest periods of launches in its history.

According to the auto manufacturer — between 2010 and 2011, over 60% of its total inventory will be new vehicles. “We’re in the window of our biggest launch period in history and the Super Bowl gives us the stage to make that big impact,” said Stacy Morris, marketing communications manager at BMW.

Ms. Morris declined to reveal details about the media buy, such as the number of spots purchased and the length of them. But she did note that the agency tasked to create the Super Bowl work will be MDC Partners’ Kirshenbaum Bond Senecal & Partners. The agency referred calls to BMW.

BMW could be plotting to use the game, the biggest advertising event on TV, to introduce consumers to its electric vehicle.