BMW's Super Bowl 60 Seconds For i3 EV

BMW re-joins the Super Bowl advertising family with a 60-second spot for its i3 all-electric vehicle. By buying space on one of the world’s biggest advertising platforms for as much as $9 million, the German luxury-car leader is trying to gain more ground on Tesla and the vaunted reputation of its Model S all-electric car.

This could be a savvy move for BMW. In general, for a variety of reasons, automakers aren’t flocking to Super Bowl advertising as they did during the last few years; just Lexus, Mercedes-Benz, Nissan and Toyota so far have confirmed they’re buying commercial time during the Big Game on February 1 on ABC. In 2014, by contrast, there were 11 different nameplates in the Super Bowl, and Kantar Media said that the category accounted for over one-fourth of the total ad time in the game.

In particular, BMW rival Audi — whose commercials tended to be favorites during the last few Super Bowls — has been silent about its intentions for Super Bowl XLIX, probably indicating it’s sitting this one out.

“Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy,” said Trudy Hardy, vice president of marketing for BMW of North America, in a press release. “We are thrilled to use this platform to educate viewers on the importance of electric mobility.

The car, with a starting sticker price of $43,350, is available in the U.S. already. The i3 is the first of the BMW i vehicles constructed from the ground up mainly of carbon fiber.

This is BMW’s first Super Bowl ad since 2011, when it aired two spots, “Defy Logic” and “Changes.”

Read More at: Forbes