BMW returned to the Super Bowl after a 10-year hiatus and delivered two messages: the new BMW X3 is built and designed in America, and BMW’s Advanced Diesel technology plays an important role in BMW’s sustainability.
Dubbed Defying Logic, the X3 ad showcases BMW as a significant contributor to the economy and a vital part of the American automobile manufacturing industry, and especially, in South Carolina. It was filmed in BMW’s Spartanburg plant and instead of actors, real-life BMW associates and citizens of the local community, including the Spartanburg High School football team, are featured in the commercial.
The commercials were developed by kirshenbaum bond senecal + partners, the media buy was coordinated by UM and the online components were created by Dotglu. The chosen director was award-winning Andrew Douglas.
The Super Bowl advertisements also mark the debut of actor Chris Pine from Star Trek in 2009 and Unstoppable in 2010 as the voice of BMW.
See below the making of BMW X3 Defying Logic
BMW X3 Defying Logic – Behind the Scenes
BMW X3 Defying Logic – Final Cut