BMW ads use animals to highlight car details

WCRS has created five new TV ads for the BMW marque, designed to underpin its 2004 product launches.

BMW plans to introduce a number of models this year and this campaign aims to remind consumers that all BMWs have unique engineering principles at their heart. It also looks to reinforce the idea that BMWs are a good buy in an increasingly competitive market.

The ads focus on BMW's core product strengths, with each execution using a different animal to dramatise a particular engineering detail.

In one ad, a frog propels itself through the air by its back legs, to highlight BMW's rear-wheel-drive cars.

"Mule" uses a donkey to highlight BMW's stubborn insistence on building performance vehicles that are diesels. "Ostrich", meanwhile, shows the bird's feathers being used to dust cars before painting, for a perfect finish.

Jo Moore, the joint creative director at WCRS, said: "The director, Malcolm Venville, had just the kind of eye for observational detail we needed in order make the links between the animal kingdom and the facets of each of the cars."

The campaign breaks on 15 March across all terrestrial and satellite channels. It features four 30-second executions with a fifth to be introduced at a later date.

Paul Andrews, the marketing communications manager at BMW (GB), said: "These five executions move the BMW brand into a warmer territory, while retaining the core strength of the brand of engineering excellence."

The campaign was written by Jude Healey and art directed by Dave Kelly.

The production company was Therapy Films. Media planning and buying is through Vizeum.

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