Behind the Scenes – Super Bowl Commercial BMW X3 Defying Logic

Interesting | February 7th, 2011 by 4
BMW X3 Defying Logic 750x420 Behind the Scenes   Super Bowl Commercial BMW X3 Defying Logic

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 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.

BMW X3 Defying Logic 655x359 Behind the Scenes   Super Bowl Commercial BMW X3 Defying Logic

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

4 responses to “Behind the Scenes – Super Bowl Commercial BMW X3 Defying Logic”

  1. […] week BMW announced their return to Super Bowl commercials after a four hiatus. The star of the new Super Bowl ad is BMW’s first electric vehicle, the […]

  2. […] BMW hasn’t had a Superbowl commercial in four years, but they broke their silence this year. In a humorous commercial about the misunderstanding of new technology, Brown Gumble and Katie Couric are shown talking about their confusion with the newfangled internet, back in 1994. It then cuts to the same pair in a BMW i3, having the same confusion. It expertly shows how change can confuse and scare some people. Plus it shows a great looking i3. […]

  3. […] BMW hasn’t had a Superbowl commercial in four years, but they broke their silence this year. In a humorous commercial about the misunderstanding of new technology, Brown Gumble and Katie Couric are shown talking about their confusion with the newfangled internet, back in 1994. It then cuts to the same pair in a BMW i3, having the same confusion. It expertly shows how change can confuse and scare some people. Plus it shows a great looking i3. […]

  4. […] BMW hasn’t had a Superbowl commercial in four years, but they broke their silence this year. In a humorous commercial about the misunderstanding of new technology, Brown Gumble and Katie Couric are shown talking about their confusion with the newfangled internet, back in 1994. It then cuts to the same pair in a BMW i3, having the same confusion. It expertly shows how change can confuse and scare some people. Plus it shows a great looking i3. […]

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