Sponsor Content Above the Clutter with Pete Krainik
Episode Seven: Man And Machine
Brought to you by: IBM
BMW is harkening back to the early days of the internet in its Super Bowl commercial featuring Katie Couric and Bryant Gumbel.
The 60-second spot, which will air during the first-quarter of the game on Feb. 1, shows a 1994 clip of Ms. Couric and Mr. Gumbel asking "What is internet anyway?" It then jumps to the hosts trying to understand the technology behind the new BMW i3.
"In 1994, people had not yet grasped what the internet was, which is similar to how electric mobility is viewed today," Trudy Hardy, VP-marketing, BMW North America, said in a statement. "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 debuted the commercial during NBC's "Today" show on Monday morning, one of several Super Bowl advertisers using the network airing the game to hype their commercials too. (Victoria's Secret, however, went to the competition this morning and revealed its Super Bowl ad during ABC's "Good Morning America.")
BMW returns to the Super Bowl after a four-year hiatus to promote the all-electric vehicle. In 2011, BMW aired two spots during the Super Bowl, "Defy Logic" and "Changes."
The luxury automaker tapped KBS for the creation of the commercial, and UM is responsible for media buying.