BMW launched its 60-second commercial bound for the Super Bowl on NBC’s “Today” show, featuring the BMW i3 electric hatchback as a thing-of-the-future. The ad, “Newfangled Idea,” features “Today” anchors Bryant Gumbel and Katie Couric back in 1994, both confused about the Internet and e-mail.
Then the duo jumps to 2015, now baffled about the electric i3 as the EV is also a thing of the future. Trudy Hardy, vice president of marketing for BMW of North America, explained the concept behind the ad, saying that just like how people had not grasped what the Internet was in 1994, the customers of today have yet to fully understand electric mobility.
BMW has already posted the ad on social media, including on the Twitter account of “Today,” which boasts of more than 2 million followers. Couric has on “Today” that she recently bought an Audi.
She, however, said that when BMW offered her the opportunity, she jumped at it. She added that back in 1994, she and Bryant weren’t exactly visionaries, but this year, they are much more adept at recognizing game-changing, environmentally friendly innovations like the BMW i3. BMW will run the 60-second ad during the first quarter of the big game.