Superbowl is just a few days away. And joining in the festivities are Arnold Schwarzenegger and Salma Hayek-Pinault, who will play Zeus and Hera, respectively, alongside the all-new fully electric BMW iX Sports Activity Vehicle.
The 60-second advertisement starring all three will be played during the third commercial break of the first quarter of the game.
“All-electric mobility is at the very heart of the BMW brand. 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 to show the world the new BMW iX in a memorable and impactful way,” said BMW Customer and Brand Senior Vice President Jens Thiemer.
The short clip was released on BMW USA’s official YouTube channel. You can check it out here before it airs this weekend.
In the video, both Zeus and Hera announce their retirement from Mount Olympus to a quiet life in Palm Springs, California. While Hera is enjoying every minute of retirement, Zeus however, is frustrated by his struggles with earthly electronics and his nagging mortal neighbors’ constant requests to charge their hedge trimmers and electric golf carts.
Here’s where the all-electric BMW iX enters the scene, and reignites Zeus’ 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.
“The humor 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,” shared Schwarzenegger.
Hayek-Pinault added, "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.”
The spot was pitched by BMW’s lead US creative agency, Goodby Silverstein & Partners, and was directed by two-time Academy Award-nominated director Bryan Buckley.
“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,” explained Goodby Silverstein & Partners Co-Founder and Co-Chairman Rich Silverstein.
“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,” added Buckley.
The BMW iX will be joined by the fully electric BMW i4 four-door Gran Coupe — both of which will be launched in the US next month — as the brand takes a major step toward its stated goal of reaching global sales of 50 percent electric vehicles by 2030.
Photos from BMW
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