Fallon Reveals BMW in Subtle Twists

CHICAGO Fallon hits on specific selling points for BMW North America in a new campaign breaking during NBC’s telecast of the Summer Olympics opening ceremonies.

Each of the three TV spots from the Minneapolis agency touches upon a specific characteristic of BMWs: reliability, safety and resale value. In the reliability commercial, a tow truck and a car are pulled over on the side of the road on a rainy night. In a wide shot, the tow truck driver runs back to the car and a conversation ensues. “What’s the problem?” asks one voice. “I don’t know. It just died on me,” responds the other. By the end of the spot, it’s revealed that the tow truck is the disabled vehicle, as a voiceover praises BMW’s maintenance program.

The spot about resale value shows a farmer selling his BMW and using the money to buy a new model. The safety ad presents a man waxing a badly damaged BMW as a voiceover says, “How would you show devotion to the one who may have saved your life?”

“Each of these commercials takes a subtle twist to reveal features that people might not know or expect from BMW,” said Fallon Minneapolis creative director Bruce Bildsten in a statement. “They’re simple, human stories that make you smile, yet they’re still unmistakably BMW.”

In addition to Bildsten, staffers working on the spots included art directors Dean Hanson and D.J. Pierce and copywriters Tim Gillingham and James Bray. Hungry Man’s Jim Jenkins directed the spots.

The spots will air throughout the Olympics on network and cable channels. The Woodcliff Lake, N.J., client will also run a concurrent Spanish-language campaign on the Telemundo network. Spending was not disclosed.