BMW i3 Super Bowl Spot:
”Newfangled Idea”
Leveraging its Katie Couric and Bryant Gumbel reunion, BMW launched its 2015 Super Bowl ad six days in advance on the Today show and had more than 10 million YouTube hits before kickoff.
Archive Vol. 2, 2015; New York Festivals finalist 2015, Cannes Shortlist 2015; #17 in the CBS Top 50 Greatest Super Bowl Commercials countdown; #23 in the Ad Age list of Top 50 Super Bowl Ads; #31 in USA Today's Ad Meter Top 50 Super Bowl Ads, Bronze Effie 2016
We supported the commercial with an Easter egg contest and social efforts.
It's all explained in the case study above. Skip ahead to 1:20 if you've already watched the ad.
Role: Group Creative Director/Copywriter
ECD/Art Director: Paul Renner
Art Director: Ali Eng
Co-CCOs: Dan Kelleher and Jonathan Mackler
Exec. Producer: Kyle Wright
Director: Dayton/Faris