NEWS: BMP4 takes in-car stereo producer on to cinema screens

Blaupunkt, the top-of-the-range in-car stereo manufacturer, returns to cinema screens for the first time in nine years this week in a national cinema campaign through BMP4.

Blaupunkt, the top-of-the-range in-car stereo manufacturer, returns to

cinema screens for the first time in nine years this week in a national

cinema campaign through BMP4.



The agency’s brief was to make Blaupunkt ‘cool’ and to promote it as

‘the ultimate kit for your car’.



The ad starts as a spoof car commercial by showing a large, high-

performance car in a distressed, modern warehouse. The camera pans

around the car and gradually zooms in on the interior, where four crash-

test dummies are seated.



The viewer then sees a CD going into the car stereo and loud rock music

instantly blares out. The music brings the dummies to life and they

start head-banging and pretending to play guitars.



Sarah Myland, the BMP4 business director, commented: ‘We know that our

badge-conscious target market rates Blaupunkt systems very highly, but

the brand needs an awareness boost. This campaign should provide that.’



The ads were written by David McCullough, art directed by Tony

Bradbourne and directed by Paul Street through Streetlight Productions.

The music was specially composed by Peter Lawler, who wrote the Inside

track that was performed by Stiltskin and accompanied the Levi’s ‘creek’

commercial.



Bradbourne said: ‘Blaupunkt has a similar image to the BMW - it is seen

as Germanic, hard-edged and high-quality, a perception that is matched

by the moody, edgy tone of the commercial.’



Blaupunkt, which is a Bosch brand, has been with BMP4 for ten years. The

agency also handles Bosch Automotives and Power Tools. Media buying on

the Blaupunkt business is by BMP DDB.



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