BMW will promote its i3 electric city car to the most massive of mass markets – the Super Bowl. The Bavarian automaker has purchased a 60-second spot that will air during the first quarter of the game.

“As one in three Americans will tune in to watch the Super Bowl, we are thrilled to use this platform to educate viewers on the importance of electric mobility,” said Trudy Hardy, VP-Marketing, BMW of North America (via Advertising Age). “Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy.”

Cars are one of the most popular subjects for Super Bowl ads, which some believe have evolved into an art form. At least five other automakers have also bought commercial time in the big game. However, it’s a fair bet that the i3 will be the only EV model represented.

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“The i3 represents the most disruptive technology in the category and deserves a big stage. The Super Bowl is just that,” said Ed Brojerdi, CEO of KBS, which created the commercial.

Source: Advertising Age