BMW X3 Defies Logic in New Super Bowl Ad

After ten years of absence, BMW has returned to the Super Bowl with not one, but two commercials that build on two competitive advantages of the brand. One of the two commercials, dubbed “Defying Logic”, focuses on BMW's economic commitment in America as told through the voices of the company's associates at its manufacturing facility in South Carolina.

Defying Logic also showcases the company as a significant contributor to the economy and a vital part of the American automobile manufacturing industry.

The Spartanburg facility, used as a venue to film the spot, is where all BMW X3, X5 and X6 vehicles are produced and exported to 130 markets worldwide.

“Instead of actors, real-life BMW associates and citizens of the local community, including the Spartanburg High School football team, are featured in the commercial.  In the ads, real plant associates note that during the height of the recession, BMW intensified its commitment to U.S. manufacturing with a $750 million plant expansion, as part of an overall $1 billion investment in its U.S. operations. BMW Group's direct and indirect employment in America is more than 50,000 jobs,” a company statement reads.

The two ads also mark the debut of actor Chris Pine from Star Trek in 2009 and Unstoppable in 2010 as the voice of BMW.

BMW is also running an interactive contest on Facebook dubbed "The X3 Matchup" until February 10, which gives viewers the opportunity to guess the configuration of the BMW X3 featured in the advertisement for a chance to win a Grand Prize two-year lease on the vehicle.

In addition, the winner will receive a trip for two to BMW's Spartanburg manufacturing facility to pick up their vehicle and attend a two-day performance driving school at the BMW Performance Center.