The automaker advert spends for the Tremendous Bowl carry on coming. BMW has revealed their spot forward of Sunday’s sport and, like GM, they’re emphasizing EVs. The industrial is for the iX electrical crossover, but it surely additionally brings in some star energy, with Arnold Schwarzenegger and Salma Hayek as Zeus and Hera from Greek mythology.
Not like GM’s EV-centric advert, this one does a greater job of tying within the precise car with the notion of electrical propulsion. Whereas the GM spot targeted extra on recycling jokes from Dr. Evil and his gang, the BMW spot at the least incorporates a protagonist who is understood for capturing lightning from his hand.
Ol’ Zeus, the god of thunder, is hanging up the toga and retiring to Palm Springs along with his spouse Hera. However as an alternative of peace and quiet, he has annoying neighbors continually asking him to recharge their electrical hedge trimmers and golf carts with a jolt from his fingertips.
He is actually shedding his chill, it appears, till Hera surprises him with a model new 2023 BMW iX M60. The 610 horsepower crossover helps him get his mojo again, and shortly the pair are cruising down the road rocking out to Eddy Grant’s “Electrical Avenue.” Just like the Toyota Tundra teasers, it makes intelligent use of music, even when having Schwarzenegger and Hayek truly sing the phrases “electrical avenue” is a bit on the nostril.
Whereas entertaining, the advert does elevate a peculiar subject, and it isn’t that Hera is Zeus’ sister. It is the problem of getting to recharge your electrical gadgets, and the way inconvenient it’s when the juice runs out. It is sort of the entire plot. There’s even a stalled EV — a golf cart — proper there on the 18th gap. Positive, it is no biggie in the event you’re a Greek god that may shoot electrons from his fingertips, however for the remainder of us muggles, it is appreciable downtime.
We’re not saying charging EVs is an issue. All it requires is a shift in pondering the place you permit the home with a full tank each morning as an alternative of charging when it is empty. However contemplating many viewers should be unfamiliar with EVs, it looks like an odd factor to carry up in your electrical automobile advert.
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