To celebrate the100 year anniversary of BMW, FCB Inferno has created a series of striking press adverts that demonstrate the innovative technology available within the range of cars, but, rather interestingly, don't actually feature any BMW cars. The work is the first set of above the line communications for the 100 year anniversary, and first ran in a four page consecutive spread over the bank holiday weekend in The Telegraph and The Times, but will also run on social channels over the summer.
In an unusual departure from traditional car advertising, the ads do not feature a car at all; instead, a road is seen from the perspective of the driver, set in three dramatic landscapes. Each execution demonstrates a different function of the car and how this advanced technology makes driving as enjoyable as possible. All copy reiterates the messaging of the 100 year celebrations, which highlights the brilliance of BMW technology and look towards the next 100 years of “Ultimate Driving Pleasure.”
Intelligent Emergency Call
Lane Departure Warning
Heads Up Display
Owen Lee, Chief Creative Officer at FCB Inferno, said: “This is a very brave campaign from BMW, and one we expect to stand out. We enjoyed finding such a novel way to communicate all the brilliant technology provided by the car.”
Nikki Green, Brand and Launch Communications Manager at BMW, added: “By not featuring the car within the adverts, BMW technology speaks for itself. These adverts are a great way to kick off ATL communications for our 100 year anniversary, and really reiterate BMW’s position as the most connected car in the market.”
The adverts run as a series connected to the BMW Innovation site, and are accompanied by a final advert actually featuring a BMW, alongside the 100 year anniversary signet and the caption “No Other Car is More Connected.” The 100 year anniversary celebrations kicked off March 7th, with a ceremony in Munich which was live-streamed around the world, and will continue throughout the year. A future concept car, the BMW VISION 100, has been designed to utilise advancements in technology alongside energy efficient materials. The car, which has been designed to represent the past, present and future of the company, will be showcased in an event at The Roundhouse in London later this month.
