Home » News » BMW » BMW bobsled to feature in new commercials
BMW of North America, the Official Mobility Partner of the United States Olympic Committee (USOC), today announced its U.S. Olympic marketing campaign for the Sochi 2014 Olympic Winter Games which includes a series of Olympic-themed advertisments, consumer and retail activations, social and digital media executions, and a national drive campaign to benefit Team USA. In addition, a documentary on BMW’s complete redesign of the U.S. two-man bobsled entitled “Driving on Ice” will air this Sunday, Jan. 5 at 12:30 p.m. EST/11:30 a.m. CST on NBC.

“Driving on Ice” chronicles BMW’s collaboration with the USA Bobsled & Skeleton Federation (USBSF) to deliver a fleet of six new two-man bobsleds, applying the automaker’s world-class design and engineering expertise to help Team USA chase its first Olympic gold medal in the event since 1936. The documentary stars Team USA bobsledders Steve Holcomb (2010 Olympic gold medalist, four-man bobsled) and Elana Meyers (2010 Olympic bronze medalist), coaches Brian Shimer (2002 Olympic bronze medalist, four-man bobsled) and Todd Hays (2002 Olympic silver medalist, four-man bobsled), as well as BMW Group DesignworksUSA’s Michael Scully, the lead designer of the bobsled project. Together, they tell the behind-the-scenes story of a three year journey to ensure the caliber of Team USA’s two-man sleds match the talent of its athletes.

“To say the bobsled has been a passion project for BMW is an understatement, and seeing this true collaborative effort captured in a documentary is remarkable,” said Trudy Hardy, Vice President, Marketing, BMW of North America. “After years of hard work, it’s very rewarding to be able to share the journey with the fans of Team USA.”

Complementing “Driving on Ice” will be a series of upcoming U.S. Olympic-themed television advertisements that illustrate the ways in which BMW unlocks the goals and dreams of consumers and athletes alike – on land and on ice. BMW’s first commercial, “Road to Sochi,” leverages biopic footage similar to that of “Driving on Ice” to bring to life the passion, tireless commitment and determination embodied by Team USA athletes and shared by BMW. Featuring Holcomb, Meyers, fellow Team USA bobsledders Curt Tomasevicz, Steve Langton and Aja Evans along with Scully, “Road to Sochi” depicts Olympic journeys that traverse the weight room, the ice track and the design studio in the pursuit of excellence. “Road to Sochi” will first air on Jan. 5 on NBC, during the telecast of “Driving on Ice.”

The second advertisement, entitled “The Games,” which will begin airing in select markets nationwide today, will promote BMW’s Drive for Team USA national fundraising campaign, which will be reprised for a third time. “The Games” draws a connection between an athlete’s commitment to the sport they love and BMW’s role in supporting them on their journey. In it, a snowboarder rises early to claim his seat on the first chairlift of the day; a skier finds perfect powder before ski season officially begins; and Team USA bobsledders train in their new BMW two-man bobsled. The common thread throughout is the Ultimate Driving Machine.

Beginning today through Feb. 28, 2014, consumers are invited to visit their local BMW retailer for an opportunity to support the athletes of the U.S. Olympic and Paralympic Teams by test driving any BMW model, including the all-new X5 Sports Activity Vehicle, which is made in the USA. For every participant who test drives a vehicle at the event, BMW will make a donation to Team USA, for a maximum donation of $200,000.

“The Drive for Team USA campaign is a powerful connection point for us with both prospective and current BMW owners,” said Hardy. “Americans are passionate about the athletes of Team USA and are excited to do something tangible to contribute to their journey. For BMW to enable that transaction is a wonderful contribution to our business.”


Related Articles

Leave a Comment

Fields marked with * are required
Name *:
Email *:
Comment *:
Code *:
  CAPTCHA
  • Email
  • YouTube
  • RSS
  • Twitter
  • facebook
  • feedburner

Related Specs

  1. 1940 BMW 328 Mille Miglia Touring Coupe

    Engine: Inline-6, Power: 100.7 kw / 135.0 bhp @ 5500 rpmN/A
  2. 1940 BMW 328 Touring Roadster

    Engine: Inline-6, Power: 100.7 kw / 135.0 bhp @ 5500 rpmN/A
  3. 2007 BMW M5 Touring

    Engine: V10, Power: 378.1 kw / 507.0 bhp @ 7750 rpm, Torque: 520 nm / 383.5 ft lbs @ 6100 rpm
  4. 2006 BMW Z4 M Coupe Motorsport Version

    Engine: Cast Iron Inline-6 w/Aluminum Heads, Power: 294.6 kw / 395 bhp @ 8200 rpm, Torque: 400 nm / 295.0 ft lbs @ 5750 rpm
  5. 2010 Ford Mustang

    Engine: V8, Power: 315 hp @ 6000 rpm, Torque: 325 lb-ft @ 4250 rpm

New Vehicles

New generation Audi A7 will be unveiled on October 19New generation Audi A7 will be unveiled on October 19
Audi has published the first teaser picture of the upcoming A7 model. The new 5-door coupe model will be officially unveiled on October 19 during a special ...

Concept Cars

2018 GMC Sierra 2500HD All Mountain concept revealed2018 GMC Sierra 2500HD All Mountain concept revealed
If you are producing a pick-up, then you have to create all kind of accessories that will make the truck be usable also in winter season. GMC understood ...

Custom Cars

McLaren Satin Black Gold created by MSOMcLaren Satin Black Gold created by MSO
McLaren tries to attract more clients from the Orient, so it decided to make a good impression at this year Dubai Motor Show. A unique McLaren 720S supercar ...

Future Cars

Volkswagen I.D. Buzz confirmed for productionVolkswagen I.D. Buzz confirmed for production
Volkswagen is decided to be one of the leaders in reducing its emissions in the future years. After the Dieselgate scandal, this is the right thing to ...

Market News

Lamborghini Huracan and Aventador reach new milestonesLamborghini Huracan and Aventador reach new milestones
The Gallardo was Lamborghini's most succesful model yet, with sales surpassing 14.000 units in ten years of production. The record is set to be broken ...

Gadgets

Volvo to provide autonomous cars to UberVolvo to provide autonomous cars to Uber
We are getting closer to the moment when taxi's will no longer be driven by humans. The taxi companies will use autonomous vehicles for clients. Uber ...

Various News

Opel Crossland X is now available with factory-fitted LPGOpel Crossland X is now available with factory-fitted LPG
Opel has decided to put an interesting powertrain under the hood of the Crossland X. The model can be ordered with a factory-fitted LPG. Under the hood ...

Motorsports

Volkswagen Polo GTI R5 - official pictures and detailsVolkswagen Polo GTI R5 - official pictures and details
Volkswagen has officially unveiled the 2018 Polo GTI R5. The new model is designed to compete in the WRC2 and national and regional rally championships. ...

Videos

BMW 8 Series Concept has a breathtaking promoBMW 8 Series Concept has a breathtaking promo
BMW has published the first promo video for the new BMW 8 Series Concept. The prototype was showcased durnig the Concorso d'Eleganta Villa d'Este and ...