WCRS has unveiled a multi-million-pound national television and press campaign to launch the BMW X5 into the four-wheel drive market.
The campaign, which is due to break next week, will aim to promote the vehicle as a four-wheel-drive car that can deliver a good on-road performance.
The television spot represents a departure from traditional BMW advertising, and relies solely on visual impact without the aid of any music or explanatory voiceover.
The commercial opens in a mountain range on a perilous road descending round sharp bends. A street luger in a silver racing suit shoots around the curves and down the mountain. A black BMW X5 looms up behind the unaware luger, and passes straight over the top of him. The manoeuvre is made possible because of its high 4x4 ride height. As the car speeds off into the distance, the silence is punctuated by the only voiceover, which says: 'The ultimate sports activity vehicle. The new BMW four-wheel drive X5.'
The TV campaign is being accompanied by press work which continues the sporting theme by illustrating a skier, mountain biker and canoeist balanced on the car. The campaign will also be supported online and through point-of-sale.
Nick Hart, the brand communications manager at BMW (GB), said: 'The X5's on-road driving ability is truly amazing and this integrated campaign cleverly communicates the driving excitement that this market segment has been missing out on.'
The campaign was written by Steve Little and art directed by Andy Dibb.
It was directed by Selby through Godman. Media planning is handled in-house and buying is through Zenith.