Don’t ever let anyone tell you the Germans don’t have a sense of humor. If that were the case, we wouldn’t have seen this spot from BMW during Super Bowl XLIX.
If you’re a regular reader, you know well and good what an i3 is and the effect it is having on the world. BMW is banking that many people still don’t, though, which is why they’ve enlisted the friendly faces of Katie Couric and Bryant Gumbel to introduce the compact EV to the largest audience possible.
The ad starts with a famous clip from 1994 where former Today Show hosts are puzzling over the nature of the Internet. Fast forward to present day and Couric and Gumbel are driving an i3 through the streets of New York. They mirror their conversation from the nineties but this time let on about the i3’s all-electric powertrain and its eco-friendly origins. “Katie thought this was a car,” says Gumbel, and it is, but it’s also something a bit more. It’s the future.
Enjoy a behind the scenes look and outtakes from BMW’s “Newfangled Idea” below, and then visit us at Leith BMW in Raleigh.