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
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
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’.