NEWS: WCRS unveils stylish update for BMW

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.

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

its parts.’



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

through Streetlight.



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

weeks.



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