Super Bowl ad 2022
Advertising Olympics
Kia has also produced another Super Bowl promotional clip
© press-inform – the press office
In the night from Sunday to Monday, the 56th edition of the Super Bowl will take place in Los Angeles. The commercials for the car manufacturers are also a highlight at the final of the American Football League NFL. Their production is complex and expensive.
Next Sunday it’s that time again: Then the 56th edition of the final of the American Football League NFL, in which the Los Angeles Rams and the Cincinnati Bengals face each other, will take place in the ultra-modern SoFi Stadium in Los Angeles, again around 100 million Americans and around 800 million people worldwide turn on the television and follow the spectacle. There is only rarely such a stage with such advertising effectiveness, so the big players boldly grab it and place commercials that are broadcast during the game.
The slot for a 30-second clip costs $6.5 million, for a minute it’s probably $11 million. So it’s not surprising that the who’s who of global brands is running an ad and hiring stars like Gwyneth Paltrow: Budweiser, UberEats and of course car manufacturers are taking the opportunity to shine in the glamor of the tough men who are chasing the leather egg, to sunbathe. This year Toyota, GM, Kia and BMW, among others, produced a promotional film. “The Super Bowl is the Olympics of advertising,” says Dr. Jens Thiemer, Head of Customers and Brands at BMW.
Many companies make a big secret of the spot and only reveal it on the day of the broadcast. After all, some reveal the content of the clip and increase the tension with so-called “teasers”. Kia presents the electric vehicle EV6 with a spot entitled “Robo Dog”. As the title suggests, it’s about a lonely robotic puppy who sadly watches a real dog being petted by its master. Seeing a Kia EV6 being charged, the robo-dog sees his chance and chases after the electric car. After overcoming several obstacles, his energy is slowly running out and he gambles all on one card by jumping from the roof of a house through the open sunroof into the car. The stunt succeeds and the brave pup wakes up while being charged using the Kia internal socket.
BMW grabs the top shelf in Hollywood and has engaged the “Terminator” Arnold Schwarzenegger and the actress Salma Hayek. The third star is the BMW iX and the Munich car manufacturer uses the Greek mythology to tell a story with the father of the gods Zeus (Schwarzenegger) and his wife Hera (Hayek), who are also supported by the sea god Poseidon (Ralf Möller). , in which the god struggles with his life as a pensioner in Palm Springs and is given a BMW iX by his wife, which brings the lightning-throwing super-god back to enjoying life. A little treat: At the end of the film, Zeus and Hera sing Eddy Grant’s hit “Electric Avenue”, while the father of the gods uses his lightning to switch the traffic lights to green when driving the BMW iX. The funny thing is that this song was played in the last Super Bowl commercial seven years ago. At that time, the focus was on the BMW i3.
You don’t just shake a film like that out of your sleeve. Two years ago, the first mental games began to make such a clip. This is by no means too early, because the sale of the slots, i.e. the time at which the commercial is broadcast, begins 24 months before the final. The motto is: first come, first served. Without knowing which teams are in the Super Bowl final. That’s why the slots are a safe bet at the beginning of the game, because it’s quite possible that spectators will switch off in the second half when the duel is an open matter.
If you take the 20 million dollars that such a star spot costs in total, only the best is good enough for BMW, so the Munich-based company hired the Goodby Silverstein & Partners agency, which has already organized more than 60 Super Bowls commercials, and hired a commercial expert in director Bryan Buckley, a two-time Oscar nominee who is the top-scoring man ranked for post-final Super Bowl commercials. “For us, what is particularly interesting is the viral power that such a spot can develop,” says Jens Thiemer, explaining the car manufacturer’s motivation.
The clip took about a year to develop. It also took a lot of persuasion. “You can’t get an Arnold Schwarzenegger with money, you have to convince him,” explains Jens Thiemer. That was successful, so the desired cast was found for Zeus. However, such stars also want to have a say in the script when it comes to the hot phase of implementation. “The last six months were absolute power play,” says Jens Thiemer. Filming took place over two days in the Los Angeles area. The result can be admired on February 14th.