WCRS unveils BMW xDrive campaign

WCRS has created a national press and poster campaign to launch the BMW X5 luxury four-wheel drive.

The campaign positions the new-look X5, which competes against marques such as the Lexus RX300 and the Mercedes M-Class, as a vehicle with "intelligent muscle".

The ads will highlight its new high-tech, four-wheel drive system called xDrive. XDrive is a computerised traction control system that automatically senses how much power to distribute between each of the X5's wheels to gain maximum traction and efficiency.

Simon Robinson, a creative director at WCRS, explained: "We wanted the launch campaign to turn the focus back towards the essence of off-road driving and to capture the grandeur and presence of the vehicle itself."

The ad shows a picture of the car with the strapline: "XDrive transfers power to where it's needed most."

The copy is set beneath each of the wheels and arranged out of order to dramatise how the xDrive function redistributes power to differ-ent wheels according to the conditions and terrain.

Paul Andrews, the marketing communications manager at BMW (GB), said: "We needed WCRS to come up with a launch campaign that made people stop and take note of the improved all-round performance and unique technological advances of the new X5."

The campaign launches in the national press and colour supplements as well as selected style magazines. A 48-sheet poster campaign will be rolled out later in January.

The campaign was written by Simon Aldridge and art directed by Vince Chastaneuf.

Media planning and buying is through Vizeum.