The car manufacturer’s advertising spends for Super Bowl continue to come. BMW car revealed their positions ahead of Sunday’s game and, like GM, they are emphasizing EVs. Advertisement for iX electricity intersectionbut it also offers some star power, with Arnold Schwarzenegger and Salma Hayek as Zeus and Hera in Greek mythology.
Unlike GM . EV-focused advertising, which does a better job of tethering to the actual car with the electric motor concept. While GM spot focuses more on recycling jokes from Dr. Evil and his gang, at least BMW has a main character known for shooting lightning from his hand.
Ol ‘Zeus, the god of thunder, is hanging the monument and is returning to Palm Springs with his wife Hera. But instead of peace and quiet, he has annoying neighbors who constantly ask him to recharge their electric hedge trimmer and golf basket with a jerk from his fingertips.
Looks like he’s really losing his cool, until Hera surprises him with a brand new item. 2023 BMW iX M60. The 610-horsepower crossover helped him get back on his feet, and soon the pair would hit the street leading to Eddy Grant’s “Electric Avenue.” Like Toyota Tundra teaser imageit uses music skillfully, even if Schwarzenegger and Hayek actually sing the words “electric avenue” is a bit on the nose.
While entertaining, the commercial actually raised a particular issue, and it wasn’t that Hera was Zeus’ sister. It’s a matter of having to recharge your electrical devices, and how inconvenient it is to run out of juice. That’s the whole plot. There was even a stalled EV – a golf cart – right at the 18th hole. Sure, it doesn’t matter if you’re a greek god who can shoot electrons from your fingertips, but for the rest of us, it’s significant downtime.
We’re not saying electric vehicle charging is a problem. All it takes is a change in mindset when you leave the house with a full tank every morning instead of charging it when it’s empty. But considering many viewers may still be new to EVs, it seems like an odd thing to come up in tram advertisement.