BMW Brings Mini to Super Bowl

BMW Mini will be among the brands that BMW of North America will be advertising in the Super Bowl on Sunday, sources said. This is the first time in 10 years that the carmaker will be running ads during the game.

The German carmaker is expected to air two commercials from Kirshenbaum Bond Senecal + Partners, New York, including one for the X3 crossover. There will also be a separate commercial for the new four-door Mini Countryman, created by Butler, Shine, Stern & Partners, Sausalito, Calif.

The agency referred calls to the client, and a spokesperson for BMW Mini declined to comment.

BMW began advertising the crossover vehicle, which became available in the U.S. in January, last fall with commercials from BSUR, Amsterdam, the Netherlands. Those spots showcased the vehicle’s all-wheel drive and larger size.

Promotions for the car have also included dealer events and outdoor installations from BSSP that parked a Countryman inside a giant snow globe in New York. A billboard in Chicago showed a mounted Countryman plowing through an icy road with the headline “Goes Well Over Ice.”

Last month, in a nod to Crispin, Porter + Bogusky’s launch campaign for the Mini in 2002 (that included a stunt where the agency welded the car on top of an SUV), BSSP parked the classic Mini on top of the Countryman to showcase the car’s larger size.

VISIT ADWEEK’S SUPER BOWL HUB