Fallon Minneapolis returns BMW of North America advertising to its black-and-white, techno roots in new spots breaking this week for the Z3 roadster and sedans.
The campaign departs from an emotional strategy used earlier this year to introduce the car maker's X5 SUV and convertibles.
Cable TV spots breaking this week in 15 markets focus on the 530i and 330i sedans and the Z3 roadster. One spot features shots of the car's headlights with the line, "The eyes are the window to the soul." A spot highlighting America's drive-through culture features the Z3 roadster.
Both spots end with the line, "More power." BMW's longstanding tagline, "The ultimate driving machine," remains.
The SUV and convertible spots intercut shots of the cars with people in natural settings. Campaigns for both used the line, "It's not a feeling you can get every day. Or is it?"
The new work is meant to connect the emotional strategy with another effort coming next spring, said Fallon associate creative director Bruce Bildsten. "What we've done is gone back with our sedans and focused on the driving experience," he said.
In addition to its techno soundtrack, the roadster and sedan work uses the black-and-white photography seen in past BMW efforts.
The SUV and 3-series convertible campaign was in color, as were some spots last year for the 3-series coupe, set against an electric blue background.
"The color was an attempt to separate us from work that was similar [to previous BMW work]," Bildsten said. "We felt there was less work currently airing in that vein, so we could come back to black-and-white."
Jim McDowell, BMW's vp of marketing, declined to offer details of 2001 marketing plans, but said the 7-class launch would be a top priority, and overall spending would increase substantially.
BMW spent about $75 million on advertising last year, of which $10 million was on the Z3 roadster, according to Competitive Media Reporting.