Sponsor Content Above the Clutter with Pete Krainik
Episode Seven: Man And Machine
Brought to you by: IBM
BMW-owned Mini will advertise in the Super Bowl, marking the brand's first appearance in the game since 2011.
The 30-second ad in the third quarter will feature several Mini vehicles, including the new Clubman wagon, a Mini spokeswoman said. She confirmed that Mini would be the lone BMW brand advertising in the game. Mini's ad agency is Butler, Shine, Stern & Partners. The brand declined to reveal creative details of the spot.
Last year, BMW advertised its all-electric i3 in the Super Bowl with a spot starring Katie Couric and Bryant Gumbel. Mini last advertised in the Super Bowl in 2011 with an ad called "Cram it in the Boot." The ad -- which joined two other BMI ads in the game -- plugged the roominess of the Countryman model with a game-show themed spot that showed people shoving a bunch of random objects in the vehicle.
The newly redesigned Clubman was introduced earlier this year and promoted as "longer and wider than any other Mini."
"The new Clubman strikes a perfect balance between Mini's heritage and future," David Duncan, VP of Mini of the Americas, said in a statement in June. "As our flagship, the Clubman represents everything Mini does best while showing-off a more mature and refined side. Its premium styling and functional design will play a critical role as we reposition the brand over the next few years."