BMW and WCRS unveil five TV branding spots

WCRS will this week launch its first branding campaign for BMW in two years, with a series of short commercials designed to champion the advanced technology of BMW cars.

WCRS will this week launch its first branding campaign for BMW in

two years, with a series of short commercials designed to champion the

advanced technology of BMW cars.



In one execution, a screen filled with white umbrellas is used to

highlight the fact that just as wind can blow from any direction, BMWs

are designed to be aerodynamic from each direction and not just from the

front.



The same commercial then shows a man trying to make progress on a

unicycle to illustrate the difficulties that can arise when the same

wheels are used for both steering and powering the car.



’That’s why in every BMW, the front wheels steer and the back wheels

drive,’ the voiceover explains.



WCRS has created five 20-second films for the pounds 5 million campaign,

which is shot in BMW’s trademark muted colours and uncluttered

style.



David Suchet has also returned as the ’voice of BMW’ after a break

because of the Equity dispute.



Appearing on terrestrial and satellite TV from 13 May, the ads are

designed to top and tail each commercial break in order to ’drench’

viewers with the message. As well as the execution dealing with the

car’s aerodynamics, another two highlight the fact that BMWs are

rear-wheel drive. They will emphasise that because of rear-wheel drive,

a BMW’s weight is more evenly distributed between the front and back,

giving a smoother drive.



The films were directed by Adrian Moat through RSA Films on a salt lake

in Australia. Art directors on the campaign were Rooney Carruthers,

Kevin Stark, David Lang and David Cornmell, and they were written by

Leon Jaume, Nick Kidney, Martin Gillan and Jane Briers. Media planning

was in-house and buying was handled by Zenith.



BMW has used visual analogies for its technology since WCRS first won

the UK account in 1980 and began a process it calls ’interrogating the

product until you find its strengths’.



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