Home / Social media / News / BMW's new Super Bowl ad has everyone talkin' like Walken.


BMW is gearing up for Super Bowl Sunday on February 11, 2024, with an electrifying 60-second ad showcasing the all-new generation of the iconic BMW 5 Series, featuring the debut of the groundbreaking BMW i5, the brand's first-ever 100% 5 Series. Titled "Talkin' Like Walken," the star-studded commercial brings together Hollywood legend Christopher Walken, actress Ashley Park, and Grammy Award-winning superstar Usher in a hilarious storyline that follows Walken through his day, encountering a parade of impersonators mimicking his unmistakable voice and speech pattern. Directed by Bryan Buckley, known for his Super Bowl commercial expertise, and shot by renowned cinematographer Hoyte van Hoytema, the ad promises to captivate viewers during the first quarter of Super Bowl LVIII. As Walken himself expressed, "I really enjoyed working with BMW, they are a wonderful company and electric cars are important." “When you think about the perfect Super Bowl ad, you quickly realize that there’s a recipe for success,” said Marcus Casey, Chief Marketing Officer, BMW of North America. “Not that it’s easy, but if you start with an exciting new product, an A-List Hollywood star, a great script, and a talented team, and add to that mix, the multitalented Ashley Park, and a global superstar such as USHER, you have the makings of a hilarious, memorable spot.”

Crafted by BMW's lead U.S. creative agency, Goodby Silverstein & Partners, the campaign leverages the perfect ingredients for a memorable Super Bowl spot: a captivating new product, A-list talent, a witty script, and a talented team. With teasers like "Agent" and "Singing" generating buzz ahead of the big game, the campaign extends beyond the TV screen, engaging audiences through social media activations like the #TalkinlikeWalken TikTok challenge. With Walken's iconic presence and the timeless appeal of the BMW 5 Series, BMW's Super Bowl ad promises to be a highlight of the event, blending humour, star power, and cutting-edge automotive innovation in an unforgettable showcase. The 60-second spot plays off of Walken’s instantly recognizable voice and signature speech cadence, following the actor throughout a typical day as he encounters a never-ending stream of imitators – from his hotel valet, his tailor, makeup artist, and even his drive-through barista. Initially confused by the mimics, Walken grows increasingly frustrated. The spot culminates in a chance encounter with USHER, with Walken asking: “Don’t you got somewhere to be?” It’s pretty cool seeing some of the biggest names in showbiz appearing in an advert for an advert, something that BMW has done for years. While this is a short one, the best-ever from BMW has to be the short film directed by Guy Ritchie starring Clive Owen and Madonna to showcase the E39 M5. 

Take a look at the YouTube video that will be shown during this year's Superbowl as a 60-second TV spot. It's pretty cool, especially if you like old Mr Walken. The short but clearly very expensive to produce vid has another celeb cameo from Usher Raymond, too. BMW is known for creating some great marketing videos, but as good as they are they'll never match their best creation ever, The Hire starring Clive Owen: BMW USA | Christopher Walken in "Talkin Like Walken" (ft. Usher) | BMW USA

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