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BMW returns for first Super Bowl ad in seven years

BMW will advertise in the Super Bowl for the first time in seven years, as a company spokesperson "confirmed the ad buy but did not share details," according to E.J. Schultz of AD AGE. Goodby Silverstein & Partners, S.F., is BMW's "lead U.S. agency and will handle the ad." BMW is the fifth automaker to "confirm 2022 in-game ads," following Nissan, Toyota, General Motors and Kia. Last year, "only three automakers bought ads" -- Stellantis (Jeep), GM and Toyota. Stellantis has "yet to confirm" its Super Bowl plans for this year but has a "history of making last-minute decisions on the game." Hyundai, Mercedes-Benz and Honda are among the brands that have "confirmed they won't be in the game" (ADAGE.com, 1/20).

HOW TO SELL A CAR: ADWEEK's Sara Century wrote end-to-end ecommerce company Vroom is "leaning into convenience and reliability" with its second consecutive Super Bowl ad, created in partnership with the brand’s AOR Anomaly. Titled “Flake: The Musical,” the spot uses the "epic choreography and narrative songwriting of a Broadway production to communicate the ups and downs of selling a car." While its prior Super Bowl ad "emphasized the benefits of buying a car without relying on a dealership," this leans into "urging consumers to sell their cars to Vroom by answering a handful of questions in order to get an instant appraisal." The spot will "air during the fourth quarter" (ADWEEK.com, 1/20).

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