BMW i3 Super Bowl Spot

While other automotive brands were playing it safe with electric cars that blended in with everyday vehicles, the BMW i3 featured a bold (albeit polarizing) design to go along with the fact that it was such a stunning technical achievement. Built from the group up with new construction processes, in zero emissions factories, with lightweight materials, the i3 wasn’t getting the attention or recognition it deserved. People were failing to recognize and appreciate the story behind this revolutionary vehicle.

The Insight:

BMW spent $4 billion dollars in R&D for their new i vehicles, the i3 and the i8.

The BMW i3 is a groundbreaking revolution in electric vehicle development and design

The Main Message:

Capture the public’s imagination with the idea that the i3 truly is the ‘future of mobility’.

Role: Brand Strategist

ECD: Paul Renner

Co-CCOs: Dan Kelleher and Jonathan Mackler

GCD / Copywriter: Marc Hartzman

Arti Director: Ali Eng

Executive Producer: Kyle Wright

Director: Dayton/Faris

Strategy Director: Sam Chotiner

Associate Strategy Director: Tim Wilson-Brown