Case Study
BMW:
BMW:
Zeus & Hera
The Ultimate Electric Driving Machine. Mythology meets the future of mobility.
The Ultimate Electric Driving Machine. Mythology meets the future of mobility.
BMW was entering the EV market with the iX, stepping into a space dominated by Tesla and a wave of tech-forward challengers. The danger wasn't just competition—it was identity. BMW's whole thing is "The Ultimate Driving Machine." Did that still mean something in an electric car?
The question: how do you show that going electric didn't mean going soft?
For centuries, lightning has been synonymous with power, awe, and the divine. Zeus wielded it. Now BMW harnesses it. The parallel was irresistible: if Zeus had to give up his thunderbolt, where would all that power go?
Into the BMW iX.
We cast Arnold Schwarzenegger and Salma Hayek as Zeus and Hera—Greek gods stuck in retirement because the world has gone electric and nobody needs their lightning anymore. The spot ran during Super Bowl LVI. Zeus finds his new purpose: the all-electric BMW iX.
The campaign ran across digital, social, and experiential, with Zeus showing up on BMW's social channels and at key automotive events long after the Super Bowl was over.
As Communications Strategist at Goodby, Silverstein & Partners, I worked on the strategy that took "Zeus & Hera" beyond the Super Bowl broadcast. I helped build out the pre-launch approach—identifying teaser moments and earned media angles that would generate buzz before game day.
I built social listening frameworks so our team could respond in real-time as viewers reacted, turning organic conversation into fuel. After the game, I contributed to the strategy that kept the campaign's momentum going across digital for days afterward. The spot hit 50 million views in its first week. BMW's electric future, it turned out, is just as compelling as its past.
Zeus & Hera was one of the most remembered Super Bowl campaigns of 2022—and more importantly, it repositioned BMW's electric vehicles as a real continuation of the brand's driving legacy, not a departure from it. Electric didn't mean boring. The numbers backed that up.