Super Bowl commercials: Katie Couric, Bryant Gumbel reunite for BMW i3 ad

For the latest chapter in our Super Bowl Commercials series, we turn to a company in BMW who we have to give some credit to at the moment. They’ve come up with a pretty good ad here for their new i3 electric car! While you can argue the merits of the car if you so choose, it is a great way to tap into nostalgia, and give us some familiar faces in 2014 to go along with it.

As with every one of our articles, you can see a video below, along with what are some of our current impressions of the spot when it comes to effectiveness, brand message, and whether or not we’ll remember it down the road.

The good – Great brand messaging for the car, since we learn about it being built in a wind-powered factory and about its electric capabilities. Also, wonderful use of Katie Couric and Bryant Gumbel, reminding us of when the two looked hilariously clueless back during “The Today Show” in 1994 when it comes to how to use the internet.

The bad – Is the ad reaching a little bit with comparing this car to the invention of the internet? Without a doubt, but we appreciate the effort that is being made here. We’d rather someone in the Super Bowl over-state their value, rather than just coming out and trying to be subtle about anything. Subtle doesn’t play well.

The verdict – It may not be hilarious, but this is a smart commercial that sells its product pretty well. We’re not entirely sure that it will convince the uneducated about electric cars to buy one, but it is a good start. Grade: B+.

What’s your take on this ad? Let us know in the comments, and either click here or on the image below for more from the game! Also, sign up right now to get some further TV scoop on everything we cover via our CarterMatt Newsletter.

https://www.youtube.com/watch?v=U1jwWwJ-Mxc