WCRS has unveiled a television, cinema and press campaign for the
BMW 3 Series, which aims to highlight the connection between BMW drivers
and their cars.
The strategy revolves around the agency's perception that there is an
unusually close bond between BMWs and their drivers. The belief is that
no car connects with the driver like a BMW, mainly because of the car's
rear-wheel drive feature.
The TV and cinema spot opens with a new-look BMW 3 Series being driven
along a demanding, winding road with ease. The driver then gets out to
enter a doctor's surgery.
As part of the routine examination, the doctor tests his patient's
reflexes with a little hammer. But instead of the man's leg reacting,
the car, left outside in the car park, involuntarily jumps forward.
The spot ends with the strapline "Feel connected" and the BMW logo
alongside the words: "The ultimate driving machine."
The television campaign is supported with online activity and press work
that highlights that the car has undergone a face lift. It also states
that it has been engineered to drive more responsively.
Nick Hart, the brand communications manager for BMW, said: "This
advertisement neatly demonstrates the unique relationship that a driver
has with a BMW as a result of the way we build our cars."
Jonathan Hill, the group account director on BMW at WCRS, added: "Every
BMW driver experiences a feeling of connectivity with their car. This
new commercial dramatises this connection."
The campaign was written by Andy Brittain and art directed by Yu Kung.
It was directed by Frederic Planchon through Academy.
Media planning is done in-house and media buying is through Carat.
