BMW chooses Sochi Games for i series brand debut

Michelle Clancy | 10-02-2014

BMW of North America has launched the brand campaign for the BMW i with its largest media investment of the year, at the Sochi 2014 Olympic Winter Games.

BMW purchased NBC's foreign automotive advertising category and will be debuting three new BMW i spots, including Hello Future, a BMW i brand spot; SHHH, featuring the BMW i3; and Sightings, featuring the BMW i8. BMW i will also be airing digital shorts throughout the Games, appearing at

The line of electric vehicles includes the BMW i3, the first all-electric vehicle made primarily of carbon fibre, and the BMW i8, a plug-in hybrid, high performance electric vehicle. The BMW i3 and BMW i8 go on sale in the US in the second quarter of 2014.

"It is a rare and exciting opportunity to launch a new brand and for BMW i, one that requires a world stage," said Trudy Hardy, vice president of marketing at BMW of North America. "We look forward to making a bold statement about the future of sustainable mobility."