BMW USA’s Super Bowl advert has already been a great success online with 4.5 million views on YouTube as of 29th January.
The concept for "Newfangeld Idea" was formulated by NYC agency Kirshenbaum Bond Senecal & partners and features BMW’s first electric vehicle, the i3.
BMW’s advert starts with a flashback to NBC’s Today Show in 1994 with Katie Couric and Bryant Gumbel discussing this ‘new thing’ called the Internet.
The vintage footage centres on the "@" symbol and email, and how communications appear to travel over the Internet – causing confusion between the TV hosts.
Fast forward to 2015 and the spotlight is on the BMW i3 – Couric and Gumbel are driving the all-electric city car but can’t understand what the i3 is or how it was even made.
Manuel Sattig, Band Strategy and Communication Manager told BMWBLOG,
"The ad concept for "ewfangled Idea" was devised by our agency Kirshenbaum Bond Senecal + partners."
"We wanted to make sure that we had a spot worthy of a Super Bowl commercial and we immediately knew"Newfangled Idea"was unique."
BMW USA have reported the i3 commercial is already very popular – even though it has only been released on the web as yet – a week before the Super Bowl.
"Electric mobility is at a tipping point and we are on the verge of something great,” says Sattig. “But some people might not be aware of all the possibilities this new form of mobility provides."
“Over 61% of the traffic that is coming to BMWUSA to build a BMW i3 are new to the site – compared to 47% for other models,” Sattig told BMWBLOG. “Additionally, people are requesting more information about the BMW i3 at a rate of 10X more than we saw the previous week.”
Super Bowl is the most viewed event in the world and a perfect marketing venue every February each year.
"With one in three Americans tuning into the Super Bowl, it’s the perfect opportunity to raise awareness for e-mobility and the innovations and solutions we have with BMW i," adds Sattig.