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’
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.