Magazine article Marketing

Cinemawatch: BMW 1 Series - 'Tortoise'

Magazine article Marketing

Cinemawatch: BMW 1 Series - 'Tortoise'

Article excerpt

Car advertising seems to be undergoing a renaissance at the moment.

Gone (mostly) are the winding road cliches of yesteryear; in their place are a host of more engaging campaigns, led by Honda's 'Power of Dreams'.

In a savagely competitive marketplace the trick, as ever, is to translate creativity into sales. On this front, BMW's launch campaign for its 1 Series has lots going for it: not only does it look great, it also contains an unusually compelling selling message.

The cinema commercial is essentially a 60-second compilation of three TV ads, each of which dramatises one of the car's features. Using a kaleidoscope effect, a tottering foal is contrasted with the car's near-perfect balance; a tortoise is set against the 'valvetronic' engine; and a tricycle highlights the vehicle's rear-wheel drive. The uniqueness of these features - as well as the model name - is summed up by the line 'The only 1'.

The individual TV ads - which pick off one feature per ad - are perhaps a little clearer, but the sheer impact of the cinema version more than offsets this. …

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