KBS+ Revisits Dawn of Internet for BMW in Super Bowl Spot

By Erik Oster Comment

For BMW’s Super Bowl spot, “Newfangled Idea,” Kirshenbaum Bond Senecal + Partners look back at an entertaining (and slightly embarrassing) 1994 Today show clip with Katie Couric and Bryant Gumbel in which the hosts act more than a little befuddled about the whole Internet thing (and the “@” symbol).

The flashback functions as a setup to BMW’s forward-looking electric i3. Couric and Gumbel appear in the car, talking about how they don’t understand what they mean that there is “nothing under the hood” of the car or that it was made in a “wind-powered facility.” It’s a pretty clever way of illustrating how much people’s ideas can change about new technology in 20+ years, and making electric-doubters wonder if they’ll feel silly for their questions in another decade or two.

If you’re wondering how the pair feel about the clip, Gumbel offers some insight in a behind-the-scenes feature released by the brand. “People are inclined to ask, ‘Aren’t you embarassed by that clip?’ — or ‘Aren’t you angry about that clip?’ I say, ‘No! I’m not at all! I’m amused by it.'” He added, “I watched The Jetsons years ago, so I kind of thought we’d be in a jetpack, ya know, flying over things. I guess one day we’ll get there, but for the time being, the electric car is a great way to go.”

Credits:

KBS+
Co-Chief Creative Officer: Jonathan Mackler
Co-Chief Creative Officer: Dan Kelleher
Executive Creative Director / Art Director: Paul Renner
Group Creative Director / Copywriter: Marc Hartzman
Art Director: Ali Eng
Head of Production: Jenny Read
Executive Director of Content Affairs: Robin Oksenhendler
Executive Producer: Kyle Wright
Associate Producer: Tony Xie
Group Account Director: Katie Klumper
Group Account Director: Socrates Papazoglou
Account Director: Samantha Smeach

 

Bob Industries
Director: Dayton & Faris
Director of Photography: Philippe Le Sourd
Executive Producer: Chuck Ryant
Unit Production Manager: Bart Lipton
Production Supervisor: Jason Reda

 

MacKenzie Cutler 
Editor: Ian MacKenzie
Assistant Editor: Nick Divers
Executive Producer: Sasha Hirschfeld

 

TheMill
Executive Producer: Verity Grantham
Producer: Katie Kolombatovich
2D Lead: Gavin Wellsman
2D Artists: Lee Towndrow, Alex Dreiblatt, John McIntosh
Shoot Supervisor: Ruben Vandebroek

 

Travis & Maude
Partner, Executive Producer: Kala Sherman
Partner, Creative Director: David Wittman

 

CO3 (Company 3)
Colorist: Tom Poole
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