BMW Persuasion

By: Kaitlyn Carney

February 25, 2022

 

Commercial Recap

BMW used its 2022 Super Bowl commercial spot to advertise its electric iX model. The advertisement included cameos from Arnold Schwarzenegger and Salma Hayek portraying Zeus and Hera, respectively. The pair announced their retirement from Mount Olympus and subsequent move to Palm Springs, California. While in their newfound home, neighbors and other retirees continuously ask Zeus to use his electrical powers to help recharge everything from a hedge trimmer to a golf cart, ultimately annoying him until he causes a city-wide power outage. As a means to try and cheer Zeus up, Hayek’s character, Hera, gifts Zeus a new, fully electric BMW iX, after which the couple takes the car for a drive, and the commercial ends.

 

Exigence

The main example of exigence is the push to have people switch to electric cars. The company is hoping to show consumers how an electric vehicle can make them happier, as it does for Zeus in the commercial. They aim to show that their electric vehicle is something that alleviates stress and portrays it in a fun, couple-oriented nature to persuade new or old customers that an electric vehicle purchase from BMW will create this same scenario for buyers in their real life. It also shows that if an electric BMW is good enough for Zeus, it will be a good choice for anyone.

 

Target Audience as Mediators of Change

The commercial mainly targets older retirees who are trying to decide whether or not an electric vehicle is right for them. Typically, the older generation is set in their ways of thinking and do not respond well to change, but this commercial tries to show them that electric vehicles are not just for young people and can be used by everyone. The switch to electric vehicles will be something BMW fans have to get used to as the company “aims to reach a global goal of transitioning its sales to 50% electric vehicles by 2030” (Schultz, 2022). This commercial allows owners of BMWs to become early mediators of change by switching to electric now.

 

Constraints

The first and possibly most obvious constraint is viewers knowing who the actors and their portrayals are in the commercial. Someone who is not well versed in famous faces or Greek mythology may not fully understand the commercial, therefore rendering it basically useless. Another major constraint is that the car is currently not in U.S. dealerships and will only start arriving next month, meaning prospective buyers cannot perform a test drive (Wayland, 2022). This can create a problem for people who are interested in the car after seeing the commercial but are not willing to pay for it before actually testing it. This leaves buyers with time to consider other electric vehicle options and may cause them to buy from another brand if they are not loyal to BMW.

 

References

Schultz, E. J. (2022, February 9). Watch BMW's Super Bowl Ad with Arnold Schwarzenegger as an aging zeus. Ad Age. Retrieved

February 24, 2022, from https://adage.com/article/special-report-super-bowl/bmws-super-bowl-ad-has-arnold-schwarzenegger-aging-zeus/2398621 ​

Wayland, M. (2022, February 10). Arnold Schwarzenegger, Salma Hayek Star as retired Greek gods in BMW IX EV Super Bowl AD.

CNBC. Retrieved February 24, 2022, from https://www.cnbc.com/2022/02/09/bmw-ix-super-bowl-ad-schwarzenegger-hayek-star-as-retired-greek-gods.html