News of October 03, 2001
BMW Introduces New 3 Series With Breakthrough Ad Campaign
Ads Feature Cutting-Edge Stroboscopic Technique
WOODCLIFF LAKE, NEW JERSEY - BMW of North America launches its latest product advertising campaign, this time for its updated 3 Series, again breaking new ground in the world of automobile advertising. The campaign entitled "Pure Drive" is based on the unsurpassed responsiveness that is the hallmark of the BMW 3 Series and uses a stroboscopic effect-multiple images showing movement across time-unseen before in the automotive category. Created by BMW's agency, Fallon Minneapolis, two print ads break in October magazine issues, and a television commercial will follow.
"3 Series owners tell us that they love the driving experience in their cars. This campaign explores that in a visually interesting and memorable way," said Jim McDowell, vice president of marketing BMW of North America LLC.
"The stroboscopic technique is a fresh, memorable way to capture the essence and purity of the 3 Series driving experience, while also dramatically breaking through the usual automotive advertising clutter," said Bruce Bildsten, associate creative director at Fallon.
The print campaign will be featured throughout the rest of the year in several business, lifestyle and car enthusiast magazines. The latest work follows the unprecedented and highly acclaimed Internet film series, BMWfilms.com, which was created by BMW and Fallon, and featured an A-list roster of Hollywood heavyweights. Dubbed "The Hire," the series was executive produced by David Fincher, and featured directors including John Frankenheimer, Ang Lee, Wong Kar-Wai, Guy Ritchie and Alejandro González Iñárritu.
(27. September 2001)