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BMW hires Arnold Schwarzenegger to play Zeus in Tremendous Bowl advert

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The lightning reference matches BMW’s intention to plug an EV, though the automaker didn’t disclose which EV mannequin will likely be featured within the advert. It’s debuting two EVs subsequent month: the iX and i4. The posh model first confirmed its Tremendous Bowl purchase on Jan. 20, marking its return to the sport for the primary time since 2015. Goodby Silverstein & Companions is dealing with the advert.

BMW is not the primary German automaker to rent Schwarzenegger to hype its autos. In 2018, Schwarzenegger promoted rival Mercedes-Benz throughout an look on the Detroit auto present. Mercedes introduced Schwarzenegger to Detroit to assist launch its redesigned 2019 G class.

After then-Daimler CEO Dieter Zetsche interviewed iconic film star about his love for the boxy ultralux SUV, Schwarzenegger put the automaker chief on the spot and requested him when the fuel-thirsty G class would go electrical. Zetsche’s reply then? “Keep tuned.”

Within the auto class, the sport is shaping as much as be the all-electric bowl. Kia will even promote an EV, its EV6, with an advert that may embrace a robotic canine, in accordance with a teaser launched this week. Common Motors can also be within the recreation. It has but to disclose its plans however they appear more likely to embrace EVs, given that’s what the automaker did final yr. Additionally promoting within the recreation is Wallbox, an EV charger maker.

Amy Wilson of Automotive Information contributed to this report.

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