BMW Super Bowl
Reunited Katie Couric and Bryant Gumbal to scratch their heads over another ‘newfangled idea’
STORY
New tech is scary, particularly, a lifestyle-changing innovation like an electric vehicle. Y2K vibes much?
Newfangled Idea premiered on the Today Show six days prior to the Super Bowl. If you’ve seen it already, you can skip to 1:20 and watch how we supported the commercial with an Easter Egg Contest and social.
Newfangled Idea garnered 10 million views before kick-off.
Integrated Campaign • Super Bowl • Social • CRM • Contest • Site • Design • Celebrity
AWARDS & PRESS
Archive Vol. 2
New York Festivals finalist
Cannes Shortlist
Effie Bronze
#17 in the CBS Top 50 Greatest Super Bowl Commercials countdown
#23 in the Ad Age list of Top 50 Super Bowl Ads
#31 in USA Today's Ad Meter Top 50 Super Bowl Ads
AdAge
CampaignUS
Easter Egg: The curious who emailed the address in the spot were entered to win a free BMW i3
Results
8,850% increase in BMW i3 searches
562% increase in new leads
Agency: kbs+
Role: Art Director
CCO: Dan Kelleher, CCO: Jonathan Mackler, ECD: Paul Renner, GCD: Marc Hartzman, CW: Rob Hirst-Hermans