BMW will debut a new 60-second commercial during the Super Bowl on Sunday to showcase its all-new, fully electric BMW iX, which arrived in Australia late last year and will launch in the US next month.
The spot features actor Arnold Schwarzenegger and Academy Award nominee 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.
However, 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 spot 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.
“All-electric mobility is at the very heart of the BMW brand,” said Jens Thiemer, senior vice president, customer and brand, BMW AG.
“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.”
Schwarzenegger:" “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.”
The spot was conceived by BMW’s lead US creative agency, Goodby Silverstein & Partners, and directed by two-time Academy Award nominated director Bryan Buckley, acclaimed for his work on more than 65 Super Bowl commercials.
The ad also marks Hayek Pinault’s debut in a Super Bowl spot and the first time she and Schwarzenegger have co-starred in a national ad.
Hayek Pinault: “This is my first Super Bowl commercial and the first time I’ve played a Greek goddess.
“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.”
Director Bryan Buckley: “I’ve done 60-some-odd Super Bowl spots. I’ve never had more star power than these two.
“When I first saw Schwarzenegger’s name on the script, I was in. And Salma – there is no one greater as an actress. It’s a movie in 60 seconds, and it’s on the biggest platform.”
Rich Silverstein, co-founder and co-chairman of Goodby Silverstein & Partners: “Transcending sports, this iconic annual event isn’t just a championship game. It’s a cultural phenomenon where viewers pay even more attention when the action on the field stops.
“There’s only one person on the planet who could say he’s Zeus, and that’s Arnold. And there’s only one brand worthy of being called the Ultimate Electric Driving Machine, and that’s BMW. We needed to showcase this in a big way, and that is what we’re doing on February 13.”
The first BMW iX showcases new generation technology, connectivity, design language and fully electric driving enjoyment.
The Australian line-up comprises the iX xDrive40, iX xDrive40 Sport and iX xDrive50 Sport, with each offering extensive standard specification items including myriad luxury, safety, technology and convenience features.
The two power systems at the heart of the iX models are highly advanced, responsive and deliver abundant power with a combined output of 240kW in the iX xDrive40 and 385kW in the iX xDrive50.
The latest battery cell technology results in driving range of up to 620 kilometres in the iX xDrive50 and up to 420 kilometres in the iX xDrive40.
BMW Australia will also launch the fully electric BMW i4 four-door Gran Coupé next month.
BMW’s last Super Bowl appeared in 2015 and featured presenters and journalists Katie Couric and Bryant Gumbel as they marvelled over BMW’s first fully electric production vehicle, the BMW i3.
The BMW i3 was a pioneer of electromobility and later became one of the best-selling premium electric vehicles in the world.
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