To celebrate the 100 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.
The work is the first set of above the line communications for the 100 year anniversary, and will run in a four page consecutive spread on 28th May in The Telegraph and The Times, as well as on social channels.
In an unusual departure from traditional car advertising, the press adverts 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
The road is seen sideways, as it would to the driver if the car had turned in a crash. Copy explains that BMW’s accident-proof communications will automatically contact the BMW call centre if an accident occurs.
Lane Departure Warning
The positioning of the copy is tiered, forcing the eyes to move across the page to representing how BMW technology can alert the driver if the vehicle strays outside the lane.
Head Up Display
This technology projects the driver’s speed, directions and collision warnings through windshield and onto the driver’s line of vision. In the ad, the copy is positioned on the road, and also positioned on the dashboard shown in the shot, to highlight how prominent the differences in the positions are to a driver.
The adverts run as a series, accompanied by a final advert of a BMW, featuring 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 will be showcased in an event at The Roundhouse in London in June.
Owen Lee, Chief Creative Officer of FCB Inferno says: “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 of BMW says: “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.”