You knew that BMW was going to take humour to the Super Bowl when Arnold Schwarzenegger appeared as Zeus, god of thunder, in the teaser. In the 30-second Super Bowl spot, he is joined by wife Hera (Salma Hayek Pinault) and he is retiring from Mt Olympus to a quiet life in Palm Springs. It is not, however, the relaxing experience he imagined. His neighbours keep asking him to recharge their electric golf carts and hedge trimmers and he can’t work out modern electronics.

But Hera knows how to recharge Zeus. (It’s more “watch at the office friendly” than you’re thinking):

The ad is by Goodby Silverstein & Partners and directed by two-time Academy Award nominated director, Bryan Buckley.

“The humour lies in this legendary god of lightning, who is supposed to be indestructible, battling with everyday electronics,” Schwarzenegger stated. “It is only when his brilliant wife presents him with the gift of an all-electric BMW iX that Zeus is struck with the mighty power of electricity and is completely rejuvenated.”

“This is my first Super Bowl commercial—and the first time I’ve played a Greek goddess,” said Hayek Pinault. “75% of the decisions made in a marriage about where to spend the money are made by women, and in this commercial, it is the woman who decides on the right car to get her husband back on track. Of course, the commercial is entertaining, but there is also a real human truth to it.”

BMW’s last Super Bowl appearance was in 2015 and featured Katie Couric and Bryant Gumbel.

Credits:

Ad Agency: Goodby Silverstein & Partners

Production Company: Hungry Man
Director: Bryan Buckley

Sound Mix: Sonic Union
Sound Designer & Mix Engineer: Steve Rosen
Assistant Mixer: Joey Glick
Studio Director: Justine Cortale

This year’s Super Bowl teaser was a mini-ad with plenty of humour itself: