BMW and Lexus return to Super Bowl to tout new products

Article by Christian A., on January 18, 2015

While a number of carmakers are sitting out on the Super Bowl even after years of advertising in the big game, some are making their return like BMW and Lexus. For BMW, it bought a 60-second spot that will be aired during the event’s first quarter, featuring the $43,350 BMW i3 electric vehicle.

Trudy Hardy, vice president of marketing for BMW of North America, remarked in a statement that the carmaker views the Super Bowl as a big opportunity to “educate viewers on the importance of electric mobility,“ given the fact that one in three Americans are expected to watch the live broadcast of the big game.

On the other hand, Lexus will be back to air just its second Super Bowl commercial ever, which will feature the newly rolled out NX compact crossover. Lexus, which has been gaining on US sales leaders BMW and Mercedes-Benz, will air a spot that will focus on the NX -- with no celebrity endorsers, parodies or funny punch lines that may instead steal the limelight.

The spot ends by telling viewers to “be seen, be heard, make some noise.” The NX, which had its first full month of sales in December, carries a starting price of $36,330, including shipping.

So far, six brands -- BMW, Kia, Lexus, Mercedes-Benz, Nissan and Toyota – are expected to advertise in the Super Bowl; just over half the number of auto advertisers last year at 11. Advertising Age has reported that General Motors will be sitting out on this year’s edition of the Super Bowl.

A GM spokeswoman wrote in an e-mail to Automotive News that Chevrolet’s chief marketing officer Tim Mahoney has said that since they don’t have any major launches at this time, they will sit out this year. Other carmakers that will pass on Super Bowl ads this year include Honda, Acura, Jaguar, Lincoln and Volkswagen.

If you liked the article, share on:

Comments

Recommended

The 2018 Cadillac CTS-V sedan will be getting a new paint job that will give it a unique icy feel. Dubbed the Glacier Metallic Edition, this special model was built...
by - August 23, 2017
During the North American International Auto Show at Detroit in 2015, Hyundai introduced a concept pickup truck they named the Santa Cruz. This model took home the Concept Truck of...
by - August 23, 2017
Porsche introduces the technologically advanced wheels with braided carbon fiber. These will be initially available on the 911 Turbo S Exclusive Series. Being the first car manufacturer to offer such...
by - August 23, 2017
All eyes were turned to the fuchsia pink bespoke McLaren 720S MSO at the 2017 Pebble Beach Concours d’Elegance Sunday. Surely, we can understand why. The one-off supercar, which was...
by - August 23, 2017
Hyundai Motor Group – including both Hyundai Motor and Kia Motors – has disclosed a wide-ranging plan to introduce 31 environment-friendly models in a new development roadmap that aims to...
by - August 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries