The BMW business for its new BMW iX EV options the previous California governor and Salma Hayek.
If electrical automobile commercials had been Nineteen Eighties motion movies, Arnold Schwarzenegger could be, effectively, Arnold Schwarzenegger. The former governor/Terminator will likely be at it once more this weekend, plugging BMW’s new plug-in, the iX SUV, throughout the Super Bowl. In the 60-second spot, Schwarzenegger performs a grumpy Zeus (“the God of Lightning”), wiling away retirement in Palm Springs, sometimes charging the neighbors’ golf carts and hedge trimmers. Hera, performed by Salma Hayek, surprises him with the BMW and — spoiler alert — his temper improves.
“I always said ‘We have to create a movement,'” Schwarzenegger told Bloomberg Green. “So I would push alternative fuel vehicles from here to eternity.”
Electric automobiles are swiftly transferring past early adopters to the mass market. As carmakers pour assets into battery-powered machines, auto advertising groups are hustling to shake the stigma of electrical automobiles being earnest, usually wimpy automobiles. Enter Schwarzenegger.
“Somebody put that name out there and everybody was like, ‘Yeah, let’s stop the discussion right here,'” BMW North America Chief Executive Officer Sebastian Mackensen said.
Schwarzenegger has taken a winding road to his status as EV pitchman. Thirty years ago, he was pushing for the introduction of gas-guzzling civilian Hummers. He started building his reputation as an eco-warrior in the California statehouse where he signed a law to cap emissions on utilities and factories. He was also an early champion for making the Los Angeles Auto Show a showcase for alternative technology. In 2019, the actor played a smarmy car dealer in a series of videos for Veloz, a nonprofit consortium of companies and agencies trying to accelerate EV adoption.
BMW Chief Marketing Officer Jens Thiemer has known Schwarzenegger for a few years and the two have talked about the company’s pipeline of electric products. “That kind of authentic involvement played a role,” Thiemer defined, “though I also say he’s the perfect Zeus.”
The actor, nevertheless, has not been overly impressed with electrical choices. Rather than device round in a Tesla or Nissan Leaf, he had greater, brownier automobiles transformed: considered one of his Hummers ran hydrogen, one other burned biodiesel and his Mercedes G-Class SUV was transformed to battery energy.
“In the last 20 years … an electric car (from) any car company, those cars always looked somewhat stupid,” he defined.
Recently, Schwarzenegger has been driving a Karma. However, he is right here for the iX and the parade of equally swollen electrical SUVs and vans that may hit the market this yr. “Now, my friends in the gym … these hardcore bodybuilders, they’re finally getting it,” Schwarzenegger defined. “No one can say anymore, ‘This electrical stuff, I’m not into that.'”
Hayek said she was drawn to the project for two main reasons: her father and sons are into football and her daughter is active on climate issues. “She’s type of hardcore,” Hayek said.
To be sure, the iX will have plenty of competition. The number of electric vehicles in the US alone will double to about 60 this year. The debuts include GMC’s Hummer. Sunday’s game will be a major scrum for attention.
“This is the biggest thing I ever worked on,” said Rich Silverstein, a founding partner at Goodby Silverstein & Partners who has helped craft about 10 Super Bowl commercials over the years. “You have the biggest stage and you want to show off your best product.”
Kia is also using the game to tout its EV6 sedan, the first of 11 electric vehicles it plans to produce by 2026. Hyundai, its corporate sibling, won’t have an ad in the Super Bowl this year, but the Korean brand used the NFL playoffs to tout the Ioniq 5, its latest EV, with a 60-second spot. In the commercial, Jason Bateman that also aims to convince viewers that EVs have evolved beyond puny, poky and dull.
“We didn’t want to be left out,” says Angela Zepeda, chief marketing officer for Hyundai Motor America. “The temporary we gave the company was to face out throughout the time of the Super Bowl with out really being within the Super Bowl.”
By abstaining, Hyundai had cash left over for spots throughout NBA and faculty basketball video games, in addition to different primetime programming, over the spring and summer season.
Schwarzenegger little doubt wasn’t low cost for BMW. But he stated he would not have taken the job if the business touted a gas-powered automobile: “I don’t need the money.”