The all-new BMW 5 Series electric variant, the BMW i5, will be the focus of a tabloid-style promotion. The commercial, titled “Talkin’ Like Walken,” features Oscar winner Cristopher Walken driving the zero-emission sedan. Joining him are actress Ashely Park from “Emily in Paris” and Grammy award-winning superstar Usher, who will also be performing at the Super Bowl Half-Time Show. The ad follows Walken as he encounters various imitators throughout his day, expressing both surprise and frustration at their attempts to mimic his voice. Walken and Usher both express their enjoyment and honor in working with BMW.
BMW’s campaign for the Big Game was created by the US agency Goodby Silverstein & Partners (GS&P), with director Bryan Buckley, known for his Super Bowl commercials, leading the production. Cinematographer Hoyte van Hoytema, known for his work on films like “Oppenheimer” and “Interstellar,” was also part of the BMW team. Two teasers were released prior to the commercial, with Walken questioning the purpose of a teaser in the first and driving the BMW i5 in a deserted Los Angeles in the second.
During the Super Bowl LVIII, BMW will air a 60-second commercial in the first quarter, costing $14 million. With A-list celebrities, a humorous script, and a potential iconic car, BMW hopes to make a memorable impression during the Big Game. The advertisement aims to highlight the uniqueness of the original amidst a sea of impersonators. The i5 campaign will be promoted on social media platforms such as Facebook, Instagram, TikTok, and YouTube, using the hashtag #TalkinlikeWalken. Viewers can catch the commercial on February 11, during the NFL final.