The Drum Awards Festival - Extended Deadline

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By Kendra Barnett, Associate Editor

April 7, 2022 | 3 min read

Just in time for Major League Baseball’s opening day today, the luxury automaker has tapped four All-Stars to promote its new electric vehicle – and endorse the environmental virtues of carpooling.

BMW today launched a new ad campaign in partnership with Major League Baseball (MLB) promoting both the new fully-electric luxury SUV BMW iX – and America’s favorite time of year: baseball season.

The automaker unveiled two 30-second spots starring four MLB All-Stars: New York Mets first baseman Pete Alonso, Chicago White Sox shortstop Tim Anderson, Los Angeles Dodgers pitcher Walker Buehler and World Series champion Atlanta Braves second baseman Ozzie Albies.

In one of the jocular ads, the four athletes are pictured carpooling together in Alonso’s new BMW iX. From the back seat, Buehler pipes up, saying that the squad should do more activities together. The stars bounce some ideas around: buying matching flannels or learning astronomy. They decide they should go camping together. A disastrous camping trip ensues, featuring tent-assembly chaos, wild animal noises and, yes, even matching flannels. In the end, the four baseballers decide maybe it’s better off if they just stick to carpooling together.

The carpooling theme of the new campaign is meant to encourage baseball fans to travel together to and from games. “The new spots are a joyful reminder that whether you’re an MLB All-Star like Pete, Tim, Walker and Ozzie, or just on your way to the neighborhood field, carpooling with friends is an enduring piece of the baseball experience,” said Albi Pagenstert, head of BMW brand communications, BMW of North America in a statement.

However, the focus on carpooling also hammers home the message of fuel-saving and sustainability embodied in the new SUV – and aligns with the carmaker’s broader electrification efforts. The BMW iX comes with a US Environmental Protection Agency (EPA) estimate of up to 324 miles of all-electric range and is powered by 516 horsepower. The model is one of two new all-electric vehicles launched by BMW this year – its companion is the i4, a four-door coupe. The new campaign comes on the heels of the brand’s Super Bowl efforts, which included a high-profile in-game spot starring Arnold Schwarzenegger and Salma Hayek to spotlight the two cars.

The new ads, which are slated to run across all regional US sports networks throughout the 2022 MLB season, were created with help from the Home Team Sports division of sports marketing and media firm Playfly Sports. The campaign is the fifth consecutive MLB season-focused marketing push created between BMW of North America and Home Team Sports.

“Showcasing BMW in this way offers a fresh solution to enhance the brand’s footprint at the local and regional levels,” said Playfly Sports’ chief operating officer Craig Sloan in a statement. “BMW has a long history of compelling campaigns to reach the most passionate fans in Major League Baseball, as they watch their favorite teams on regional sports networks across the country. This year’s light-hearted approach has unlocked a new level of connectivity between the brand and baseball fans everywhere.”

The spots also promote the MLB season, which officially kicks off today.

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