In crafting its Super Bowl strategy, BMW cribbed a page from the Suzuki playbook. (Have we ever been able to say that before?) The Bavarian brand will be airing two regional commercials on Sunday, one in New York and the other in the Los Angeles area, both promoting the new 2012 3 Series.

The east coast ad promotes the Bimmer's heated steering wheel, of all the mundane features. But the SoCal spot showing off BMW Connected Drive's e-mail-reading ability is pretty darn funny, even if it is stereotypical mother-in-law humor. BMW has also created four additional commercials that it says will soon be appearing online on streaming sites like Hulu.

What's most notable here is that in none of the clips do we actually see The Ultimate Driving Machine driving, though we do see kids, a dog and twin babies.

Click past the jump to see all the videos and read the press release.

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BMW of North America Unveils Six Playful Digital Shorts as Part of National Advertising Campaign Launching the All-New BMW 3 Series

Two Shorts to Appear in Ads During Super Bowl XLVI - One in the New York Tri-State Area, Another in the Southern California Los Angeles Region

Woodcliff Lake, NJ – February 2, 2012... BMW of North America today unveiled a series of six playful digital shorts as part of a new national advertising campaign in support of the launch of the all-new BMW 3 Series Sedan, which goes on sale February 11. Two of the shorts will also air in ads during Super Bowl XLVI: one entitled "The Big Grab," in the New York Tri-State area; and the second, "The Close Call," in the Southern California Los Angeles Region.

Created by Kirschenbaum, Bond, Senecal + Partners, the national program features a series of six 15 and 30 second digital shorts that playfully illustrate some of the many new technologies that have been integrated into the all-new BMW 3 Series. For example, "The Perfect Seat," illustrates how an odd couple - a driver and his much-taller companion - can share the driver's seat thanks to driver's seat memory.

Beginning Monday, February 7, select digital shorts will begin airing online at sites including, and Hulu. All of the content, including the Super Bowl spots "The Close Call" and "The Big Grab," where a heated steering wheel saves the day when a group of freezing friends hop into the car, can be viewed online at

"The BMW 3 Series is the global benchmark for a sports sedan," said Dan Creed, Vice President of Marketing, BMW of North America. "With these shorts, we turn a spotlight on the innovations that make the 3 Series the standard to which others aspire."

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    • 1 Second Ago
      Chris Goldrick
      • 3 Years Ago
      And there is absolutely nothing that has to do with driving in any of these commercials.
      • 3 Years Ago
      Like the Jeff already noticed, I find it extremely amusing (and sad at the same time) that all BMW can actually advertise now (for their supposedly "ultimate DRIVING machine") are functions like heated steering wheel, electronic gadgets and other crap that exists on many (cheaper) models of many other car manufacturers, yet there's no mentioning/showing at all of its actual DRIVING performance/characteristics...
      • 3 Years Ago
      I like the first commercial. What these commercials have to do with their tagline, which they make sure to push at the end, I'll never know...... BD
      • 3 Years Ago
      Man, a lot of people live in that house.
      • 3 Years Ago
      Wow.... advertisering the ultimate driving machine with only one commercial that has someone ACTUALLY DRIVING and it really doesn't even count!
      • 3 Years Ago
      These commercials are a blatant expansion by BMW to the status driven mentality. Can't argue with expanding their market but if BMW chooses this direction more frequently it has to be careful. "The drivers car" really set them apart, it had an aura of quality to it. Where these commercials feel like that aura has turned into arrogance. good smart short term decision? not sure but I can't help but feel it will be a poor long term one as their competitive brands begin to close and pass the gaps.
        • 3 Years Ago
        I agree that BMW is losing it's mystique, but they're really just paying for their stubbornness insisting on sticking with the in-line 6/RWD setup. The future, or at least the present, is AWD/turbo 4-cyl. They're just late to the party.
      • 3 Years Ago
      The ad BMW are running in the UK for the 3-series is so much better.
      • 3 Years Ago
      The commercials are good, but the last one shows a flaw in the design... I love the feature that Ford pioneered though.
      • 3 Years Ago
      Every commercial features their tagline "We only make 1 thing, the ultimate driving machine". Yet NONE of the commercials show the car DRIVING?!
      • 3 Years Ago
      The point is: the ultimate driving machine doesn't have to inconvenient. It can have all of these silly luxury features that people want.
        • 3 Years Ago
        It is sad but true; you have so many consumers obsessed with "features" and complaining that they can get more of them on a Camry or Maxima, BMW has to offer the equivalent. And then people complain that they cost more than on a Maxima or Avalon. It's sad so little of the customer base really has any interest in the driving dynamics or engineering.
      • 3 Years Ago
      Thats alot of different features... Im sure this 3 is going to be much too expensive.. I also think this commercials are corny
      • 3 Years Ago
      Not very inspiring. This car deserves better.
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