Marketing and Sponsorship

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" (, 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" (, 1/20).

SBJ Morning Buzzcast: June 24, 2022

Excel Sports scores at NBA Draft; Breaking down year one of the USFL; DP World Tour finally states its LIV Golf policy and big names in sports invest in Jackpot.

SBJ Unpacks: Thaddeus Young, NBA forward and venture capitalist

SBJ's Austin Karp posted up with NBA power forward Thaddeus Young. The 15-year veteran discussed his venture capital strategy, his investment in technology and much more.

SBJ Spotlight: Predicting which U.S. cities will host World Cup matches

SBJ Facilities Writer Bret McCormick and Soccer Writer Alex Silverman say five U.S. cities are locks to host World Cup matches in 2026. But they have different ideas when it comes to the rest of the field.

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