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BMW to Debut a New Advertisement During the Super Bowl Starring Arnold Schwarzenegger, Salma Hayek Pinault and the All-New, Fully Electric BMW iX Sports Activity Vehicle®

BMW will debut a new 60-second advertisement during the Super Bowl on Sunday, February 13, 2022, to showcase its All-New, fully electric BMW iX Sports Activity Vehicle, which arrives in the US next month. The star-studded spot features legendary actor Arnold Schwarzenegger and Academy Award nominee Salma Hayek Pinault, and was directed by two-time Academy Award nominated director Bryan Buckley. It will air during the third commercial break of the first quarter of the game. 

Schwarzenegger stars as Zeus, the Greek god of lightning, and Hayek Pinault plays his wife, the goddess Hera, as they retire from Mt. Olympus to a quiet life in Palm Springs, California.  However, the monotony of retirement quickly weighs on Zeus, who becomes frustrated by his struggles with earthly electronics and his nagging mortal neighbors’ constant requests to charge their electric golf carts and hedge trimmers. Meanwhile, Hera, the hero of the story, has fully acclimated and is thriving in retirement. In an effort to bring some excitement back into Zeus’s life, she gifts him with an all-electric BMW iX, which quickly helps reignite her husband’s electric mojo. The spot closes with the happy couple rocking down the road in their new BMW iX to Eddy Grant’s “Electric Avenue” while Zeus uses his electric power to change the traffic lights to green. 

“All-electric mobility is at the very heart of the BMW brand,” said Jens Thiemer, senior vice president, customer and brand, BMW AG. “There is no better place to make this statement than in front of one of the largest television audiences in the world, where viewers tune in as much for the commercials as they do for the game. With Arnold and Salma, we are able show the world the new BMW iX in a memorable and impactful way.”  

“The humor lies in this legendary god of lightning, who is supposed to be indestructible, battling with everyday electronics,” said Schwarzenegger. “It is only when his brilliant wife presents him with the gift of an all-electric BMW iX that Zeus is struck with the mighty power of electricity and is completely rejuvenated.”

The spot was conceived by BMW’s lead U.S. creative agency, Goodby Silverstein & Partners, and directed by two-time Academy Award nominated director Bryan Buckley, highly acclaimed for his work on more than 65 Super Bowl commercials. The ad also marks Hayek Pinault’s debut in a Super Bowl spot and the first time she and Schwarzenegger have costarred in a national ad. 

“This is my first Super Bowl commercial—and the first time I’ve played a Greek goddess,” said Hayek Pinault. “Seventy-five percent of the decisions made in a marriage about where to spend the money are made by women, and in this commercial, it is the woman who decides on the right car to get her husband back on track. Of course, the commercial is entertaining, but there is also a real human truth to it.” 

“I’ve done 60-some-odd Super Bowl spots. I’ve never had more star power than these two,” said director Bryan Buckley. “When I first saw  Schwarzenegger’s name on the script, I was in. And Salma—there is no one greater as an actress. It’s a movie in 60 seconds, and it’s on the biggest platform.” 

“Transcending sports, this iconic annual event isn’t just a championship game. It’s a cultural phenomenon where viewers pay even more attention when the action on the field stops,” said Rich Silverstein, co-founder and co-chairman of Goodby Silverstein & Partners. “There’s only one person on the planet who could say he’s Zeus, and that’s Arnold. And there’s only one brand worthy of being called the Ultimate Electric Driving Machine, and that’s BMW. We needed to showcase this in a big way, and that is what we’re doing on February 13.”

Designed to provide more than just mortal mobility, the BMW iX brings together the fifth generation of BMW eDrive technology with the company’s latest developments in the fields of design, connectivity, digital services and sustainability. With 516 hp and a 0–60 time of only 4.6 seconds, the BMW iX offers an exhilarating driving experience with an EPA estimate of up to 324 miles of all-electric range and the latest in-vehicle technology, including 5G connectivity, a sweeping curved display that unites the 12.3-inch information display with a 14.9-inch central control display, and the debut of BMW iDrive 8, the company’s latest user-interface system. The BMW iX starts at $83,200 plus $995 destination and handling.

“This is a pinnacle event in the U.S. and the perfect stage on which to introduce the BMW iX to our customers,” said Uwe Dreher, vice president, marketing, BMW of North America. “We have already seen a significant number of preorders for both the BMW iX and BMW i4, and a huge amount of excitement for these two new electric vehicles.” 

Alongside the BMW iX, BMW will also launch the fully electric BMW i4 four-door Gran Coupe in the U.S. next month as the company takes a major step toward its stated goal of reaching global sales of 50% electric vehicles by 2030. 

BMW’s last Super Bowl ad appeared in 2015 and featured Katie Couric and Bryant Gumbel as they marveled over BMW’s first fully electric production vehicle, the BMW i3. The BMW i3 was a pioneer of electromobility and later became one of the best-selling premium electric vehicles in the world.

BMW Group In America

BMW of North America, LLC has been present in the United States since 1975.  Rolls-Royce Motor Cars NA, LLC began distributing vehicles in 2003.  The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand of motor vehicles, including motorcycles, the MINI brand, and Rolls-Royce Motor Cars; Designworks, a strategic design consultancy based in California; a technology office in Silicon Valley and various other operations throughout the country.  BMW Manufacturing Co., LLC in South Carolina is the BMW Group global center of competence for BMW X models and manufactures the X3, X4, X5, X6 and X7 Sports Activity Vehicles. The BMW Group sales organization is represented in the U.S. through networks of 350 BMW passenger car and BMW Sports Activity Vehicle centers,144 BMW motorcycle retailers, 105 MINI passenger car dealers, and 38 Rolls-Royce Motor Car dealers.  BMW (US) Holding Corp., the BMW Group’s sales headquarters for North America, is located in Woodcliff Lake, New Jersey.

Ad Agency: Goodby Silverstein & Partners

Client: BMW North America

Teaser: “Something Electric is Brewing”
Super Bowl Spot: “Zeus & Hera”

BMW
President and CEO, BMW of North America: Sebastian Mackensen
Senior VP Customer & Brand BMW: Jens Thiemer
VP, Marketing: Uwe Dreher
VP Brand Communication & Brand Experience: Stefan Ponikva
VP, Corporate Communications: Adam Sykes
Head of Brand Strategy & Communications: Albi Pagenstert
Head of Content, Digital, & Editorial Marketing: Susanne Giuliani
Head of Content Creation & Production: Max Bauer
Media & Communications Manager: Lisa Judge
Corporate Communications Spokesperson: Phil Dilanni
Senior National Marketing Specialist: Lauren Martens
Content Lead, Content Creation & Production: Steffi Armbruster
National Media Specialist: Zach Ambrosino
Social Media Specialist: Jaime Pritchard
Lifestyle, Brand and Internal Communications Specialist: Matthew Spadaro

Creative
Partner: Rich Silverstein
Chief Creative Officer: Margaret Johnson
Executive Creative Directors: Matt Edwards and Wes Phelan
Associate Creative Directors: Carlos Rangel and Kevin Leung
Copywriter: Sam Dworkin
Art Director: Michael Rodriguez
Junior Art Director: Emilio Diaz

Production
Head of Production: Leila Gage
Executive Broadcast Producer: Matt Flaker
Senior Broadcast Producer: Kateri McLucas
Broadcast Producer: Dan Chang
Director of Graphic Services: Jim King
Photography: Quinn Gravier
Sr. Print Producer: Noah Dasho
Graphics Producer: Kristin van Praag
Executive Interactive Producer: Tena Goy
Senior Interactive Producer: Severin Sauliere
Director of Production Arts: Will Hung
Production Artist: Joanna Pham and Maria Leung

Account Services
Managing Partner: Leslie Barrett
Group Account Director: Jenna Duboe
Account Director: Crystal Chan and Alissa Sheely
Account Manager: Rebecca Bell and Ali Bentin
Integration Manager: Olivia Mullen

Strategy
Partner, Head of Brand Strategy:
Group Brand Strategy Director: Stephanie Phillips
Brand Strategy Director: Kevin DeStefan
Junior Brand Strategist: Lyniece Hill
Partner, Head of Communication Strategy: Christine Chen
Group Communication Strategy Director: Dong Kim
Senior Communication Strategist: Matt Hudgins
Junior Communication Strategist: Josh German
Deputy Director of Research Strategy: Jane Warren
Junior Research Strategist: Whitney Thomas
Director of PR: Meredith Vellines

Business Affairs
Director of Business Affairs: Judy Ybarra
Senior Business Affairs Manager: Heidi Killeen
Broadcast Traffic Director: Ruchele Eisenman
Senior Broadcast Traffic Manager: Edgar Ornelas

Production Company
Company name: Hungry Man
Director: Bryan Buckley
Director of Photography: Scott Henriksen
Producer: Matt Lefebvre
Managing Partner: Mino Jarjoura
Executive Producer/Dir of Sales: Dan Duffy
Production Designer: David Skinner
First AD: Craig Owens

Editorial Company
Company name: NO6
Editor: Jason MacDonald
Senior Assistant Editor: Max Redinger
Assistant Editor: Riley Donigan
Executive Producer: Corina Dennison
Head of Production: Laura Molinaro

Telecine
Company name: Company 3
Colorist: Tom Poole
Color Producer: Alexandra Lubrano

VFX/Finishing
Company name: The Mill
Executive Producer: Hillary Thomas
Senior VFX Producer: Derek Tekus
Creative Director: John Leonti
2D Leads: Benoit Mannequin, Alexander Candlish
3D Leads: Jessica Groom, Robert Chapman
Animation Lead: Jacob Bergman
VFX Coordinator: Charlotte Preuss, Chloe Gauthier

Sound Design
Sound Design: Q Department

Music
Olympus Music: Squeak E Clean
Creative Director: Justin Hori
Palm Springs Music: “Theme from Eternal Sunshine of the Spotless Mind”
Driving Music: “Electric Avenue” by Eddy Grant
Music Consultant: David Fisher

Mix
Company name: Sonic Union
Sound Designer/Mix Engineer: Steve Rosen
Assistant Mixer: Joey Glick
Studio Director: Justine Cortale

Still Imagery
Retouching: Ankur Patar
CGI: Fury Imaging
Retouching: Sam Nordemann

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Anonymous Adgrunt's picture

Already my favorite Superbowl LVI commercial. Apart from the funny execution it is a great example of how to create talkability as both Arnold and Salma posted their Zeus and Hera previews on their social media, spurring people to talk about it and buzz.

Anonymous Adgrunt's picture

Well … I always wanted a BMW :) and now I want it more!

Neo's picture

Well well well... Salma Hayek is still a knockout.

Anonymous Adgrunt's picture

This was my favorite ad. The Pegasus was a nice touch and Salma looks amazing.

Anonymous Adgrunt's picture

It felt like the editing was off for me. The golf course scene should have come before "take Peggy for a walk" scene. But apart from that everything in this ad looks great. The car looks amazing.

Anonymous Adgrunt's picture

"Electric avenue" as the song is very first thought.

But damn, Salma is a hottie.