With less than a month left until Super Bowl LI, many sports fans are currently pondering which teams will advance through the playoffs. However, many viewers are eagerly waiting to learn more about which brands will have commercials during the big game. It would seem that one big name in the automotive industry has decided to skip the Super Bowl yet again.
BMW recently announced that it will not air a Super Bowl advertisement for the second year in a row.
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According to a report from Automotive News, BMW has chosen not to produce a commercial for the Super Bowl for the second consecutive year. The last time the luxury automotive brand created a commercial for the big game was back in 2015, in an ad starring news anchors Katie Couric and Bryant Gumbel which showcased the technology of the i3.
Trudy Hardy, vice president of marketing for BMW of North America, told Automotive News that the timing of the Super Bowl was not the best for the BMW brand. However, Hardy also stated that BMW is looking to promote its latest products and vehicles using less traditional methods.
BMW recently gave viewers a sneak peek of the latest additions to its 5 Series lineup during a Facebook Live stream. The live stream was able to garner 113,000 views for BMW.
“It was a great moment for our fans,” Hardy said in an interview with Automotive News. “One of our goals with our social media agency is to give our fans a sneak peek behind the curtain.”
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BMW also received quite a bit of attention from the release of its mini-movie, The Escape. The video stars Clive Owen in a surprisingly intense narrative, incorporating themes of genetic modification, along with a healthy dose of car chases.
With BMW heading to the sidelines this year in terms of Super Bowl advertising, the next few weeks will reveal if other automotive brands choose to take center stage during break time or follow suit on Super Bowl Sunday.
News Source: Automotive News (subscription required)