BMW Will Promote Its Plug-In Car at the Super Bowl

Three luxury automakers vie for best spot

The automotive crowd at the Super Bowl will be thinner than usual this year, but BMW will be back.

Lead creative agency Kirshenbaum Bond Senecal + Partners is producing a 60-second ad that will air in the first quarter, BMW said today. The spot will feature an electric car known as the BMW i3, which you can plug into a typical 220-volt outlet and charge in three hours.

"Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy," said Trudy Hardy, vp of marketing at BMW of North America.

Automakers sitting out the game include General Motors, Hyundai, Volkswagen and Honda. Mercedes-Benz, Lexus and now BMW, however, will battle it out for the best luxury car ad. Other auto brands that bought time include Nissan, Toyota and Kia.

BMW last appeared during the Big Game four years ago. UM is BMW's media agency.

For an up-to-the-minute roster of advertisers participating in the Big Game, check out Adweek's Super Bowl Ad Tracker.