BMW is headed to the 2024 Super Bowl after sitting out this year’s game.
The luxury auto brand will run a 60-second spot in the first half from Goodby, Silverstein & Partners, BMW of North America Chief Marketing Officer Marcus Casey confirmed to Ad Age.
The ad will include an electric vehicle and have a celebrity component, said Casey, who declined to disclose further details. That was the same formula BMW used in 2022, when it returned to the game for the first time since 2015. The ad, also from Goodby, starred Arnold Schwarzenegger playing Zeus, the god of the sky in Greek mythology, and Salma Hayek Pinault as Zeus’ wife Hera, depicting the couple cruising in an electric BMW iX.