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Arnold Schwarzenegger:
The actor plays the god father Zeus in BMW's Super Bowl commercial
Photo: BMW
The countdown is running.
On the night of Monday, around 800 million people in front of the screen are looking forward to the 56th Super Bowl.
The Cincinnati Bengals and Los Angeles Rams will face off in the final of the 2021-22 NFL season.
Such a stage with such high advertising effectiveness is rare.
After all, the Super Bowl is considered the biggest sporting event in the world.
But that also has its price.
A 30-second commercial on the American broadcaster NBC costs around 6.5 million US dollars.
At $13 million per minute of advertising, that's a record.
By comparison, last year companies paid $11 million for a minute of advertising during the Super Bowl final.
Again, many well-known players have digged deep into their pockets for their brands.
Even though many companies keep the spot a big secret, some have already published their commercial.
This year, among others, the German car manufacturer BMW, the chips brand Lay's, the car manufacturer Kia, the beer brand Budweiser and the travel portal Booking.com produced spots for the Super Bowl.
BMW advertises iX with Arnold Schwarzenegger
For the first time since 2015, BMW is participating in the expensive comparison.
The Bavarian carmaker went to great lengths and hired prominent actors and a top director to promote the new all-electric SUV iX: The actor and former governor of California, Arnold Schwarzenegger, can be seen in the celebrity spot as godfather Zeus.
Oscar-nominated actress Salma Hayek Pinault plays the goddess Hera.
Two-time Oscar nominee Bryan Buckley directed.
Zeus is bored at the pool in California - until his wife Hera gives him an electric car.
The Greek god charges it with his lightning.
The spot will air during the game's third commercial break.
The Lay's brand of chips also relies on prominent personalities: the comedian and actor Seth Rogenals as the groom and actor Paul Rudd as the best man remember shared experiences.
The car manufacturer Kia advertises its new electric model EV6.
On an emotional level: A dog robot follows its new master in a spectacular race through the city.
The beer brand Budweiser also traditionally spends millions on a Super Bowl commercial.
As with the car manufacturer Kia, the brand is embodied in the spot with the help of animals - but with real ones.
In the hope of boosting travel again despite the corona pandemic, Booking.com is showing its first ever Super Bowl commercial.
According to CNBC, the company is inspired by its past campaigns.
The marketing industry fuels the event every year to top performances.
Producing the most successful and original spot for the Super Bowl is an expensive and extremely lucrative pleasure for the organizers every year.
The marketing machine is finely tuned: Every year, the daily newspaper "USA Today" conducts a live poll among viewers, who rate the commercials on a scale of one to ten and choose a winner.
