With the Super Bowl Sunday just a few days away, a number of carmakers decided to jump on the commercial-running bandwagon, with BMW returning from a four-year hiatus in a pretty big way and showing its amusing "Newfangled Idea" spot. The 60-second commercial was made to market the BMW i3 and will air during the first quarter of NBC’s broadcast of Super Bowl XLIX on Sunday, February 1.

Featuring Katie Couric and Bryant Gumbel in their first-ever commercial together, the spot is actually split in half, with the first part showing a segment from 1994 of the two TV presenters trying to explain what the Internet actually is. Fast-forward 21 years to 2015, Katie Couric and Bryant Gumpel are shown driving in an all-electric BMW i3, whose level of technology and the way it is manufactured seems to confuse the two in a similar way. "In 1994, people had not yet grasped what the internet was, which is similar to how electric mobility is viewed today," said Trudy Hardy, Vice President of Marketing, BMW of North America. "Electric mobility is at a tipping point. We are on the verge of something great and we hope that with this spot, we can educate audiences about the BMW i3 and e-mobility in a fun and engaging way."

With the deflate-gate-marred New England Patriots battling the Seattle Seahawks and millions of Americans watching, Super Bowl Sunday will obviously be a pretty good time for BMW to showcase the i3 to a larger audience. The 2015 BMW i3 starts at $42,400 MSRP, is powered by an electric motor with 170 horsepower, and offers an EPA-rated range of up to 81 miles per charge,.

Click past the jump to read more about the BMW i3.

Why it matters

Super Bowl XLIX: BMW Reveals "Newfangled Idea" High Resolution Exterior
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Even though electric cars are far from making any waves in terms of market share, BMW bet on the future when unveiling the i3, especially since the model also has a version fitted with a range-extending, internal-combustion engine. Sporting a pretty radical design and offering just enough electric range to actually be considered a daily driver, the i3 is constructed from a whole lot of carbon-fiber-reinforced plastic (CFRP) in order to keep its weight down and is equipped with a more than decent amount of comfort features. This hasn’t helped it much in terms of sales though, with under 20,000 units having been sold globally since the i3 was launched in early 2014. In other words, maybe the Super Bowl commercial will help it reach more people, at least in the United States.

BMW i3

2015 BMW i3 High Resolution Exterior
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Press Release

Today, BMW officially premiered the new, 60-second spot for the all-electric BMW i3 that will air during the first quarter of NBC’s broadcast of Super Bowl XLIX on Sunday, February 1, 2015. After a 4-year hiatus, BMW will be returning to the big game with “Newfangled Idea,” featuring Katie Couric and Bryant Gumbel. The spot juxtaposes the famous 1994 Today Show clip of Katie Couric and Bryant Gumbel’s initial confusion surrounding “what is the internet?”, to Katie and Bryant in 2015 grasping the newfangled concept of the revolutionary BMW i3.

Super Bowl XLIX: BMW Reveals "Newfangled Idea" High Resolution Exterior
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“In 1994, people had not yet grasped what the internet was, which is similar to how electric mobility is viewed today,” said Trudy Hardy, Vice President of Marketing, BMW of North America. “Electric mobility is at a tipping point. We are on the verge of something great and we hope that with this spot, we can educate audiences about the BMW i3 and e-mobility in a fun and engaging way.”

The BMW i3 spot marks the first time both Katie and Bryant have participated in national brand advertisement.

“When BMW offered me the chance to turn back the clock to 1994 and make fun of Bryant—and myself – I jumped at the opportunity,” said Katie Couric. “The tape doesn’t lie, we weren’t exactly visionaries back then, but thankfully in 2015 we are much more adept @ recognizing game-changing, environmentally friendly innovations like the BMW i3.”

“The BMW i3 Super Bowl spot is my very first commercial, and the opportunity to reunite with Katie was a no-brainer,” said Bryant Gumbel. “We are not actors, and we got to be ourselves, which made it fun and easy.”

BMW i is BMW’s forward-looking and sustainable brand dedicated to solving many of the mobility challenges faced by the world’s most densely populated cities. The BMW i3 is the first of the BMW i vehicles constructed from the ground up primarily of carbon fiber. Currently available in the U.S., the BMW i3 has a starting MSRP of $43,350 (Including $950 Destination and Handling), and the range-extender model has a starting MSRP of $47,200 (Including $950 Destination and Handling).

Super Bowl XLIX: BMW Reveals "Newfangled Idea" Interior
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The spot is part of a larger campaign that includes digital and social activations. KBS (kirshenbaum bond senecal + partners) developed and executed the creative and UM is responsible for media buying on behalf of BMW.

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