BMW set to return with Super Bowl ad after sitting out last season

BMW will “run a 60-second spot in the first half” of Super Bowl LVIII after sitting out the game last season, according to E.J. Schultz of AD AGE. BMW of North America CMO Marcus Casey said that the ad, from Goodby, Silverstein & Partners, will “include an electric vehicle and have a celebrity component.” He "declined to disclose further details." Schultz noted that was the “same formula BMW used in 2022,” when it "returned to the game for the first time since 2015." BMW is the “first automaker to confirm an ad buy.” GM confirmed this week that it will "sit out the Bowl, ending a four-year streak." BMW’s buy comes as it is “in the midst of an agency review for creative, social media, digital and CRM." Goodby is the creative incumbent (AD AGE, 11/22).