BMW hires Arnold Schwarzenegger to play Zeus in Tremendous Bowl advert


The lightning reference suits BMW’s intention to plug an EV, though the automaker didn’t disclose which EV mannequin shall be featured within the advert. It’s debuting two EVs subsequent month: the iX and i4. The posh model first confirmed its Super Bowl buy on Jan. 20, marking its return to the sport for the primary time since 2015. Goodby Silverstein & Companions is dealing with the advert.

BMW is not the primary German automaker to rent Schwarzenegger to hype its autos. In 2018, Schwarzenegger promoted rival Mercedes-Benz throughout an look on the Detroit auto present. Mercedes introduced Schwarzenegger to Detroit to assist launch its redesigned 2019 G class.

After then-Daimler CEO Dieter Zetsche interviewed iconic film star about his love for the boxy ultralux SUV, Schwarzenegger put the automaker chief on the spot and requested him when the fuel-thirsty G class would go electrical. Zetsche’s reply then? “Keep tuned.”

Within the auto class, the sport is shaping as much as be the all-electric bowl. Kia will also promote an EV, its EV6, with an advert that may embody a robotic canine, in response to a teaser launched this week. Normal Motors can be within the recreation. It has but to disclose its plans however they appear more likely to embody EVs, given that’s what the automaker did final 12 months. Also advertising in the game is Wallbox, an EV charger maker.

Amy Wilson of Automotive Information contributed to this report.

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