BMW unveils Super Bowl spots, digital shorts

According to said Dan Creed, Vice President of Marketing, BMW of North America, "The BMW 3 Series is the global benchmark for a sports sedan. With these shorts, we turn a spotlight on the innovations that make the 3 Series the standard to which others aspire."

Funny, we always thought the 3's sterling reputation lay squarely on its continually-stellar dynamics and excellent powertrains. Despite the fact that the tagline, “We only make one thing, the Ultimate Driving Machine” is repeated at the end of each of these six digital shorts, only one of them actually shows the car in motion--the one to be broadcast in the Los Angeles area during the Super Bowl. It's featured above.

The spot immediately below, airing in the more frigid climes of the NYC market, highlights the car's available heated steering wheel, while the other four will be popping up on sites like Hulu, CBS.com and ABC.com. Are the clips further proof that BMW's lost the plot and moved away from its core mission, as many have alleged recently? Or are touting the car's ancillary benefits in a cutesy manner a valid way to bring some into the fold who may not have previously considered the brand?

If you can't get enough of Super Bowl car ads, check out our video slideshow of all the automotive Super Bowl commercials released so far at shopautoweek.com.

By Davey G. Johnson