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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. 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.
Credits
Other credits
Agency
Partner: Rich Silverstein
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
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
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
