• by Tanya Gazdik , April 3, 2023

BMW of North America is launching a creative campaign that will run exclusively during Major League Baseball games throughout the season. 

The automaker debuted the first of two new 30-second spots featuring All-Star players alongside the new hybrid electric BMW XM, which features the same 644-horsepower drivetrain that is also featured in the automaker’s  newest race car – the BMW M Hybrid V8 which recently competed at the Rolex 24 Hours at Daytona endurance race.

The creative features Los Angeles Dodgers pitcher Walker Buehler, Minnesota Twins center fielder Byron Buxton, New York Yankees pitcher Nestor Cortes Jr., and Atlanta Braves second baseman Ozzie Albies left “speechless” after taking a test drive.

Produced by Playfly’s in-house agency-style shop, Playfly Creates, the campaign will be featured throughout MLB game broadcasts airing on all U.S. regional sports networks. 

A second 30-second commercial featuring the same four players will be added into the rotation in the coming weeks. This year’s campaign represents the sixth consecutive MLB season for BMW of North America and Home Team Sports.

Like the vehicle, which is the top of BMW’s lineup, the players are “ultimate performers,” says Marcus Casey, vice president of marketing, BMW of North America. 

The newly launched BMW XM features an illuminated BMW kidney grille, and 23-inch wheels. The interior was modeled after a luxurious lounge, featuring diamond quilted BMW Individual Vintage Merino leather seats set beneath a three-dimensional sculptural prism headliner containing 100 separate LED lights.