Woodcliff Lake / Munich, February 11, 2024 – In a move sure to electrify Super Bowl LVIII audiences, BMW zooms back onto the big game’s advertising stage with a rib-tickling, 60-second showcase dubbed “Talkin’ Like Walken”. This year, the spotlight shines on the all-new, all-electric BMW i5, part of the heralded BMW 5 Series, with Hollywood legend Christopher Walken leading a cavalcade of celebrity appearances, including the effervescent Ashley Park and the Grammy-graced global sensation, Usher, set to dazzle as the Super Bowl LVIII halftime show headliner.
The commercial, a homage to Walken’s distinctive voice and quirky speech rhythm, follows the actor through a day peppered with impersonators at every turn – from a valet mimicking his tones to a barista brewing up laughs along with lattes. The hilarity escalates until a serendipitous encounter with Usher, sparking a memorable exchange that caps the ad’s charm.
Christopher Walken shared his excitement about the collaboration, highlighting the importance of electric vehicles and his pleasure in working with BMW. Usher echoed these sentiments, expressing his honor to perform at the Super Bowl and his enjoyment of the commercial-making experience.
Crafted by BMW’s lead U.S. creative agency, Goodby Silverstein & Partners, and directed by Super Bowl commercial veteran Bryan Buckley, the ad is a visual treat, thanks to the cinematic genius of Hoyte van Hoytema. Marcus Casey, BMW of North America’s Chief Marketing Officer, described the commercial as the product of a “recipe for success” combining star power, a gripping script, and a groundbreaking new vehicle.
The build-up to the game day debut included teasers that played with Super Bowl advertising tropes and hinted at the ad’s content, including a nod to Usher’s participation with Walken grooving to “Yeah!” in the BMW i5.
Rich Silverstein, Co-Chairman and Co-Founder of GS&P, reflected on the campaign’s uniqueness, noting the iconic status of both Walken and the BMW 5 Series, and the joy of bringing together two legends for a memorable marketing moment.
As part of the campaign, BMW is also engaging fans on social media, inviting TikTok users to join the #TalkinlikeWalken challenge, encouraging Walken impersonations across the platform.
The new BMW 5 Series, particularly the electric i5, promises enhanced dynamics, elegant design, and cutting-edge technology, including the latest in hands-free driving assistance, setting new standards for luxury sedans and electrifying the road ahead.
As the ad rolls out, BMW positions itself not just as a leader in automotive innovation, but as a brand that knows how to capture the imagination and humor of its audience, ensuring that this Super Bowl Sunday, everyone will be “Talkin’ Like Walken”.