A giant set of futuristic scales and a pile of gleaming car parts
feature in a pounds 4 million launch campaign created by WCRS for the
third-generation BMW 5 series.
The commercial, inspired by the 20s photographer, Man Ray, was shot on a
new type of high-contrast black-and-white film stock, while the print
work employs a technique called solarisation, both of which emphasise
the ground-breaking technology of the car.
A 60-second TV commercial shows the new model - which is aimed at the
executive end of the market - on one panier of a 100ft high set of
scales. On the other dish is a pile of its component parts.
The camera pans through the parts, to a soundtrack developed by the
former Eurythmics star, Dave Stewart, and the ex-Roxy Music keyboardist,
Brian Eno. Each part, the ad indicates, makes the new car more efficient
that its predecessor. An aluminium suspension spring improves handling,
for example, and a new engine management system is 30 per cent faster
than the earlier version.
Finally, the viewer then sees the panier containing the parts shoot
upwards, and the dish bearing the new 5 series drops firmly to the
ground, followed by a new endline for the car, ‘Greater than the sum of
Rooney Carruthers, joint creative director of WCRS, explained that the
brief was to launch the car, emphasising its 12,721 component parts and
new body shape. Developed by the art director, John Selby, and the
copywriter, Steve Little, the commercial was directed by Paul Street
Carruthers commented: ‘The idea of the campaign was not only to launch
the car but replenish the brand. Everything we designed also has to do
something for the brand.’
A six-sheet poster campaign uses the solarisation technique to make the
car components appear very metallic. The same technique is used in
promotions, direct mail and on BMW’s Web site.
The commercial broke on Wednesday, and is expected to run for four