Fallon Gets Colorful for BMW

Fallon McElligott wants to electrify drivers with a TV campaign breaking this week for BMW’s 3 Series Coupe.
“It’s all about the feeling of driving a BMW,” said Bruce Bildsten, group creative director at the Minneapolis shop of the work. “It’s all very simple.”
The spots feature a silver car streaking through an electric-blue landscape while graphics emphasize the exhilaration of the driving experience.
In “A to B,” a driver selects a more circuitous route, which is mapped out on a black background. “Music Notes” illustrates the sound of the engine as a musical score. “Ooh-Aah” shows a car driving at the peak point between the “Ooh” and “Aah” axes on a graph.
The campaign captures the emotion and absolute joy of driving the car, said Jim McDowell, vice president of marketing for BMW of North America.
Abandoning the black-and-white format of Fallon’s previous efforts, the new campaign uses sharp colors to make the car stand out as if it were a “jewel in motion,” McDowell said.
Injecting color and graphics into the ads moves the campaign forward and raises the bar, said Bildsten. “We wanted to evolve what we’ve been doing without leaving it completely behind,” he said.
BMW Motors spent $73 million on ads in 1998, according to Competitive Media Reporting. In the first five months of 1999, spending was almost $31 million.
Separately, BMW Motorcycles has introduced its first national TV spots from Merkley Newman Harty, New York. The company put $2.6 million behind a 1998 campaign but already has spent $3 million in the first five months of 1999, per CMR.