BMW SUPER BOWL: Newfangled Idea

problem: New tech is scary, particularly, a lifestyle-changing innovation like an electric vehicle. How do we get people to embrace change?

By making it relatable, achievable, yet still cool. We targeted early adopters and then waited for everyone else to jump on board.

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.

Archive Vol. 2; New York Festivals finalist; Cannes Shortlist; #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

Newfangled Idea garnered 10 million views before kick-off.