WATCH: Schwarzenegger, Hayek-Pinault to appear in BMW iX ad airing in Super Bowl

MANILA: BMW will present a new 60-second advertisement during the Super Bowl on Sunday, February 13, to promote its all-new, fully electric iX Sports Activity Vehicle, which will be rolled out in the US next month. The star-studded commercial, directed by two-time Academy Award nominee Bryan Buckley, features Arnold Schwarzenegger and Salma Hayek-Pinault. It will air during the third commercial break of the first quarter of the game, but it can now watched here.

Schwarzenegger plays the role of Zeus, the Greek god of lightning, and Hayek Pinault plays his wife, the goddess Hera. The advertisement is about their retirement from Mt. Olympus to move to a quiet life in Palm Springs, California. The monotony of retirement gradually wears Zeus down, as he struggles with earthly electronics and is irritated by his nagging mortal neighbors’ incessant requests to charge their electric golf carts and hedge trimmers. Hera, on the other hand, has settled in nicely and is enjoying her retirement. To bring some excitement back into the lift of Zeus, she gives him an all-electric BMW iX, which helps rekindle his electric mojo. The commercial ends with the happy couple driving down the road in their new BMW iX, grooving out to Eddy Grant’s “Electric Avenue,” while Zeus uses his electric power to turn the traffic lights green.

In a statement, BMW AG Customer and Brand Senior Vice President Jens Thiemer said, “All-electric mobility is at the very heart of the BMW brand. 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,” Schwarzenegger stated. “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 advertisement was created by BMW’s principal US creative agency, Goodby Silverstein & Partners. It is Hayek Pinault’s first-time in a Super Bowl spot. It is also the first time that she and Schwarzenegger have appeared together in a national ad.

“This is my first Super Bowl commercial—and the first time I’ve played a Greek goddess. 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,” Hayek-Pinault said.

“I’ve done 60-some-odd Super Bowl spots. I’ve never had more star power than these two,” Buckley stated. “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,” Goodby Silverstein & Partners Co-Founder and Co-Chairman Rich Silverstein said. “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.”

The BMW iX combines the fifth generation of BMW eDrive technology with the brand’s latest advancements in design, connectivity, digital services, and sustainability to give more than just mortal mobility. It provides a thrilling driving experience with 516hp and a zero-to-60mph time of only 4.6 seconds. It also comes with the latest in-vehicle technology, including 5G connectivity and a sweeping curved display that merges the 12.3-inch information display and the 14.9-inch central control display. The iX also introduces BMW iDrive 8, the brand’s latest user-interface system. The BMW iX has a starting price of US$83,200.

Aside from the iX, BMW will also release the fully electric i4 four-door Gran Coupe in the US next month, marking a significant step toward the company’s goal of achieving global sales of 50% electric vehicles by 2030.

“This is a pinnacle event in the US and the perfect stage on which to introduce the BMW iX to our customers. 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,” BMW North America Marketing Vice President Uwe Dreher stated.

BMW’s last Super Bowl ad was shown in 2015, featuring Katie Couric and Bryant Gumbel getting amazed at the BMW i3, the brand’s first fully electric production vehicle. The i3 was a pioneer of electric mobility and went on to become one of the world’s best-selling premium electric vehicles.

Photos from BMW

Also read: All-electric iX M60 headlines BMW display at 2022 Chicago Auto Show