By John Glenday | Reporter

BMW

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Super Bowl article

February 3, 2022 | 2 min read

BMW has revved up a star-studded triumphant return to Super Bowl marketing following a seven-year hiatus with an appearance by Arnold Schwarzenegger and Salma Hayek in the roles of Zeus and Hera.

‘Something Electric is Brewing’ sees the god of lightning energize the vehicle brand’s all-new fully-electric model in the guise of a fictitious upcoming Hollywood movie called Zeus & Hera.

The Hollywood power pair are depicted bending electricity to their will in the dramatic poster, first teased by Schwarzenegger in a bolt-from-the-blue Instagram post that has now generated over 1.7m likes and a mountain of speculation over whether the film is real.

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The stunt is actually an ice breaker for BMW’s upcoming Super Bowl spot, for which a 30-second trailer has now been released, in which Schwarzenegger dons a beard and gold battle armor to order a macchiato from a confused barista.

Written by Goodby Silverstein & Partners on behalf of BMW North America, the full campaign will debut during the Super Bowl on February 13.

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