BMW i3 Newfangled Idea

BMW Super Bowl advertising in 2015 featured a reunion of Today Show presenters Katie Couric and Bryant Gumbel in “New Fangled”. In a clip from their show in 1994 they set out to work out what the new internet is all about. In 2015 they’re driving the new BMW i3, an electric car that was built in a wind-powered factory. The ad connects viewers to the BMW i3 microsite, The campaign includes a behind-the-scenes video and an out takes film. “In 1994, no one knew how big the internet would be. Not even broadcast journalists Bryant Gumbel and Katie Couric. 21 years later, a new big idea has them scratching their heads again. #HelloFuture”

BMW Katie Couric and Bryant Gumbel

BMW Katie Couric and Bryant Gumbel


The BMW i3 Newfangled Idea campaign was developed at KBS+P, New York, by chief creative officers Jonathan Mackler and Dan Kelleher, group creative director/copywriter Marc Hartman, executive creative director / art director Paul Renner, copywriter Rob Hirst-Hermans, art director Ali Eng, producer Kyle Wright, head of production Jenny Read, executive director of content affairs Robin Oksenhendler, executive producer Kyle Wright, associate producer Tony Xie, group account directors Katie Klumper and Socrates Papazoglou, and account director Samantha Smeach.

Filming was shot by directing duo Dayton Faris via Bob Industries with producer Bart Lipton, executive producer Chuck Ryant, production supervisor Jason Reda and director of photography Philippe Le Sourd.

Editor was Ian Mackenzie at Mackenzie Cutler with assistant editor Nick Divers, and executive producer Sasha Hirschfeld. Colourist was Tom Poole at Company 3.

Post production was done at The Mill by executive producer Verity Grantham, VFX producer Katie Kolombatovich, shoot supervisor Ruben Vandebroek, 2D lead artists Gavin Wellsman, 2D artists Lee Towndrow, Alex Dreiblatt, John McIntosh.