BMW will promote within the Tremendous Bowl for the primary time in seven years. A U.S. spokesman for the German luxurious auto model confirmed the advert purchase however didn’t share particulars.
BMW final appeared within the sport in 2015 with an advert starring Katie Couric and Bryant Gumbel. It flashed again to 1994 when the then-“At this time Present” hosts struggled with the idea of the web. The spot then flashed ahead 21 because the duo contemplated the improbability of electrical vehicles—particularly BMW’s i3 EV.
That spot was in some ways forward of its time — selling EVs has been a well-liked tactic for manufacturers in current Tremendous Bowls, with automakers reminiscent of Common Motors and Audi utilizing the expensive adverts to hype their electrical car ambitions.
See which manufacturers are shopping for adverts in Tremendous Bowl 2022.
Whereas EVs stay a distinct segment market right this moment, automakers are pouring billions of {dollars} into them in anticipation that the demand will develop within the coming years. BMW — which nonetheless makes use of the “i” designation for its EVs — goals for no less than 50 p.c of worldwide gross sales to be absolutely electrical by 2030, based on Automotive Information.
With that backdrop, it appears pure that BMW would possibly wish to as soon as once more use its Tremendous Bowl advert to plug EVs. Nonetheless, the model will not be tipping its hand on particulars, together with the company dealing with the spot. Goodby Silverstein & Companions — which has vital Tremendous Bowl advert expertise — is BMWs lead U.S. company.
BMW is the fifth automaker to substantiate 2022 in-game adverts, following Nissan, Toyota, Common Motors and Kia. Final 12 months, solely three automakers purchased adverts — Stellantis (Jeep), GM and Toyota. Within the 2020 Tremendous Bowl, six automakers purchased adverts. The class’s current high-water mark got here in 2018, when 11 auto manufacturers ran adverts.
Stellantis has but to substantiate its 2022 Tremendous Bowl plans however has a historical past of creating last-minute selections on the sport. Hyundai, Mercedes-Benz and Honda are among the many manufacturers which have confirmed they will not be within the sport.
Get the most recent Automotive Information Tremendous Bowl 2022 information right here.