The lightning reference fits BMW’s intention to plug an EV, although the automaker did not disclose which EV model will be featured in the ad. It is debuting two EVs next month: the iX and i4. The luxury brand first confirmed its Super Bowl buy on Jan. 20, marking its return to the game for the first time since 2015. Goodby Silverstein & Partners is handling the ad.
BMW isn’t the first German automaker to hire Schwarzenegger to hype its vehicles. In 2018, Schwarzenegger promoted rival Mercedes-Benz during an appearance at the Detroit auto show. Mercedes brought Schwarzenegger to Detroit to help launch its redesigned 2019 G class.
After then-Daimler CEO Dieter Zetsche interviewed iconic movie star about his love for the boxy ultralux SUV, Schwarzenegger put the automaker chief on the spot and asked him when the fuel-thirsty G class would go electric. Zetsche’s answer then? “Stay tuned.”
In the auto category, the game is shaping up to be the all-electric bowl. Kia will also promote an EV, its EV6, with an ad that will include a robotic dog, according to a teaser released this week. General Motors is also in the game. It has yet to reveal its plans but they seem likely to include EVs, given that is what the automaker did last year. Also advertising in the game is Wallbox, an EV charger maker.
Amy Wilson of Automotive News contributed to this report.
