Today Show has borrowed its stars to play in a BMW commercial for the new electric i3. Katie Couric and Bryant Gumbel’s short film will air during Super Bowl on Sunday showing their talented side in every way. This is the first time in the last four years that BMW has bought a publicity spot that is set to air during the NFL championship game.
The commercial is actually a 60 second video clip names “Newfangled Idea” which turns back the time in the year 1994, where the two protagonists that have recently been introduced to the element of e-mail and Internet, talk about it on air. They debate is also about the existence of the “@” symbol, that is particularly confusing. The footage is original and it has been carefully taken out of the archive of the show especially for this event. Katie and Byant are, of course, exponents of the era when all this information was still at the beginning and nobody could ever predict the impact that they will have in everyone’s day by day life. The video-clip ends with the same charismatic duo who is debating about a similar confusion about the i3 electric car. The parallel has been made in order to point out that people nowadays are so wary of all-electric vehicles, as they were before with the Internet information. In addition, they are hesitant to buy one for themselves and do not see their full potential and value.
The vice president of marketing for BMW in the North America, Trudy Hardy, believes that this is a friendly and light way of introducing car lovers into this vast domain of electric ones. The technology leadership will have an opportunity to being shown in a showcase like the Super Bowl for the first time in BMW’s history.
“We always planned on coming out of 2014 strong, and at the beginning of the year we wanted to give some attention to the i3, so we asked the agency to concept some spots […] I think with electric mobility and our i-brand — the i3 and i8 — we still know that it still needs a great deal of awareness, and what bigger stage and what bigger spotlight than the Super Bowl? “
Even if the participants at Super Bowl won’t appreciate the new idea of electric cars and the new possibilities that BMW offer, the German auto vehicle creator will absolutely be seen in the branch as being made a very courageous move.
Image Source: BMW