———————- Advertisement ———————-
The Internet explodes with comments about Super Bowl commercials, which bodes well for one of the most popular commercials aired during Super Bowl XLIX. BMW invested in a 60-second commercial during the Super Bowl that promoted the features of the all-new i3 electric car.
Airing in the most costly slot during the first quarter, the BMW i3 commercial featured former NBC colleagues Katie Couric and Bryant Gumbel. The two former co-hosts of the Today show pull off a humorous rendition of their famous “What is the Internet” line during a 1994 broadcast. BMW ended a four-year hiatus from the biggest sports entertainment advertising event by running the 60-second i3 commercial. Titled “Newfangled Idea,” the commercial extols the virtues of the electric powered i3, while poking fun at two highly regarded news anchors.
Vice President of Marketing at BMW of North America, Trudy Hardy, said the Internet link to the all-new electric i3 makes perfect sense. “In 1994, people had not yet grasped what the internet was, which is similar to how electric mobility is viewed today,” said Hardy. “Electric mobility is at a tipping point. We are on the verge of something great and we hope that with this spot, we can educate audiences about the BMW i3 and e-mobility in a fun and engaging way.”
BMW’s 60-second i3 commercial during the Super Bowl marked the first time Couric and Gumbel worked together to promote a nationally recognized brand. The two former co-hosts of the Today Show jumped at the chance to work together and at the same time, poke a little fun at themselves for their Internet naiveté. “When BMW offered me the chance to turn back the clock to 1994 and make fun of Bryant—and myself – I jumped at the opportunity,” said Couric. “The tape doesn’t lie, we weren’t exactly visionaries back then, but thankfully in 2015 we are much more adept at recognizing game-changing, environmentally friendly innovations like the BMW i3.”
BMW designed the i3 to solve many of the mobility challenges faced by people who live in densely populated urban areas. Engineers constructed the i3 primarily with carbon fiber, which requires less extraction of natural resources, while increasing the strength of the all-electric vehicle’s frame. The BMW i3 produces 170 horsepower and 184 pounds-feet of torque, providing owners with a vehicle that delivers a considerable amount of clean power.