Go Back   United Bimmer Community - BMW Forum > UnitedBimmer-General BMW Topics > BMW General Discussion > BMW News And RSS Feeds
Register FAQ Members List Calendar Advertise With Us Mark Forums Read

BMW News And RSS Feeds BMW RSS feeds and news

Reply
 
Thread Tools
Old 04-30-2011, 02:01 AM   #1
scooter
 
scooter's Avatar

Name: scooter
Title: Administrator
Status: Offline
Join Date: May 2005
Location: US of A
Rate My Car: 295 / 340
Your Ride: 99m3
AdSpotting: BMW 5 Series "Refuel" reintroduces us to The Ultimate Driving Machine

Filed under: Sedan, Performance, Marketing/Advertising, Videos, BMW, Luxury



Company: BMWa

Brand: BMW

Medium: TV

Ad Agency: Grey West

Product: 2011 5 Series

Campaign: 5 Series "Refuel"

What We Like: The swagger is back at BMW. After more than a year of fooling around with "Joy" as a lead ad positioning, a new marketing team at the German automaker is re-emphasizing "The Ultimate Driving Machine" as the brand's central positioning. The 30-second ad contains what many BMW followers like - a fast car and a big plane. No, the plane, which looks to be a Boeing KC-135 Stratotanker, is not hovering so close to the 5 that it could fill the guy's coffee cup. But the CGI is good enough to pull off the visual trick.

What We Don't Like: Not much at all. Getting a story and message across in a 30-second TV ad is not easy. But BMW and this ad agency, Grey West, did a nice job of conveying a fuel efficiency story.

Strategy: BMW marketing chief Dan Creed, who took over at BMW North America a few months ago, is all about re-affirming "The Ultimate Driving Machine" as Bimmer's main message. At the New York Auto Show, he walked us to the front of BMW's stand to look at a giant rendering of the ad slogan, which dates back to the early 1970s. At last year's show, there was a giant banner that proclaimed "Joy of Driving." "We know there is a lot of joy in driving a BMW, but we are going to show it in pictures and film rather than say it," says Creed.

It's worth noting that as fun as this ad is, the message is about the 5 Series' fuel economy, not the horsepower. BMW is trying to broaden its message to be more inclusive of men and women, as well as tell its story about its investments in the South Carolina plant that produces X3 and X5. But Creed also wants the brand and the cars to show some leg when it comes to marketing and advertising. BMW remains an exciting brand, and a premiere stable of driving machines. That shouldn't be lost when telling the broader story.

BMW is kicking off a review for a new ad agency. It parted ways with Austin-based GSD&M late last year. New York-based Kirshenbaum Bond Senecal + Partners produced last February's Super Bowl ads. Grey West, which has handled BMW's retail and pre-owned advertising since 2008, produced the ad and will presumably get a crack at the whole enchilada.

Grade: A-

Watch the commercial after the jump and give it your own grade below.

View Poll

Continue reading AdSpotting: BMW 5 Series "Refuel" reintroduces us to The Ultimate Driving Machine

AdSpotting: BMW 5 Series "Refuel" reintroduces us to The Ultimate Driving Machine originally appeared on Autoblog on Fri, 29 Apr 2011 18:58:00 EST. Please see our terms for use of feeds.



Permalink | Email this | Comments

More...
  Reply With Quote
Reply


Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)
 
Thread Tools

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off

Forum Jump

Similar Threads
Thread Thread Starter Forum Replies Last Post
Glad to be a member stanold1207 Introductions and Greetings 2 01-05-2011 08:51 AM
Z3 steering problem at low speed 499460aq Z Series (Z3, Z4, Z8) 6 01-02-2011 04:28 PM
My E30/S50 Turbo build matimus Forced Induction 44 07-12-2009 12:55 PM
Kinda raced a cocky 525i Rooz Kill Stories 39 01-22-2008 10:07 AM
My car in the royal car list. zeaq328i United Off Topic  **FOR MEMBERS ONLY** 22 08-19-2006 07:37 AM


All times are GMT -5. The time now is 10:19 AM.

A vBSkinworks Design

 
Powered by vBulletin® Version 3.8.7
Copyright ©2000 - 2014, vBulletin Solutions, Inc.
Copyright © 2005-2013 UnitedBimmer.com