BMW unveils Super Bowl spots and digital shorts featuring the all-new 3-Series (F30)

Article by Christian Andrei, on February 4, 2012

The new national marketing campaign for the all-new BMW 3 Series Sedan, which starts selling on February 11, includes a lineup of six playful digital shorts. BMW of North America said that two of these are set to be seen during Super Bowl XLVI in regions throughout the U.S. The first is entitled “The Big Grab,” which shows how freezing people inside the car get saved by a heated steering wheel.

This would air in the New York Tri-State area. The second has the title: “The Close Call,” which will air in the Southern California-Los Angeles, Atlanta and Houston areas.

The national program is created by Kirschenbaum, Bond, Senecal + Partners, which came up with a series of six 15 and 30 second digital shorts. These take a playful turn at demonstrating several of its numerous new technologies that were incorporated into the all-new BMW 3 Series. For instance, “The Perfect Seat” shows how driver’s seat memory can enable a couple who are opposites when it comes to size to share the driver’s seat.

Starting February 7, a few of BMW’s digital shorts will start to air on sites like, and Hulu. These Super Bowl ad spots could be viewed at Dan Creed, Vice President of Marketing, BMW of North America, said that the BMW 3 Series is the “global benchmark for a sports sedan.”

He believes that with these digital shorts, the public will be able to focus on the innovations on the 3 Series that set the standards for other automakers. 

Press Release

BMW of North America Unveils Six Playful Digital Shorts as Part of National Advertising Campaign Launching the All-New BMW 3 Series

Woodcliff Lake, NJ – February 2, 2012... BMW of North America today unveiled a series of six playful digital shorts as part of a new national advertising campaign in support of the launch of the all-new BMW 3 Series Sedan, which goes on sale February 11. Two of the shorts will also air in ads during Super Bowl XLVI: one entitled "The Big Grab," in the New York Tri-State area; and the second, "The Close Call," in the Southern California Los Angeles Region.

Created by Kirschenbaum, Bond, Senecal + Partners, the national program features a series of six 15 and 30 second digital shorts that playfully illustrate some of the many new technologies that have been integrated into the all-new BMW 3 Series. For example, "The Perfect Seat," illustrates how an odd couple - a driver and his much-taller companion - can share the driver's seat thanks to driver's seat memory.

Beginning Monday, February 7, select digital shorts will begin airing online at sites including, and Hulu. All of the content, including the Super Bowl spots "The Close Call" and "The Big Grab," where a heated steering wheel saves the day when a group of freezing friends hop into the car, can be viewed online at

"The BMW 3 Series is the global benchmark for a sports sedan," said Dan Creed, Vice President of Marketing, BMW of North America. "With these shorts, we turn a spotlight on the innovations that make the 3 Series the standard to which others aspire."

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