For many people, Super Bowl ads are more important than the game itself, which is why car companies put so much effort into them. They may only last a few seconds, but they're produced and promoted as slickly as an auto show unveiling. For this year's Super Bowl XLIX (49, for you non-Romans), BMW returns with an ad for the i3 electric car called Newfangled Idea. The 60-second spot is the German automaker's first Big Game ad in four years and features Katie Couric and Bryant Gumbel.
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The ad was created by KBS (kirshenbaum bond senecal + partners) and juxtaposes a famous 1994 Today Show clip of Couric and Gumbel’s initial confusion surrounding the then-new Internet. Now, the personalities are grasping the newfangled concept of the revolutionary i3. After all, its electric powertrain and radical design make the little city car an unusual move for BMW, one that requires a lot of explaining about what it is and is not.
"Big ideas like the BMW i3 take a little getting used to," BMW North America marketing chief Trudy Hardy said in a statement, "and the creative idea surrounding our spot will play on this analogy."
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Below are some behind-the-scenes-type videos taken during filming of BMW’s ad. The ad will air during the first quarter of NBC’s broadcast of Super Bowl XLIX on Sunday, February 1, 2015. The game this year is taking place at the University of Phoenix Stadium in Glendale, Arizona, and there will be plenty of other car ads running including one from Lexus for its new NX crossover.