BMW's latest ad shines a light on BMW's Plug-in Hybrid cars - literally.
The ad begins as a car drives through a desolate forest at night. "Petrol or electric," a voiceover asks as the car begins to glow, highlighting the perks of the Plug-in Hybrid’s petrol engine and electric motor.
BMW’s spot ends with the tagline: "Sometimes electric. Always BMW."
The TV ad was created by Ben Usher and Rob Farren, and directed by Rob Chiu through Iconoclast Films. Media is handled by Wavemaker, and the campaign runs alongside social media, digital and out-of-home activity.