BMW North America highlights the emotional relationship between car, driver and road in its first campaign created for the silver screen.
The cinema spots from Fallon McElligott in Minneapolis break in theaters this week and will run through Jan. 14. They will begin airing on TV Jan. 11.
"The big screen, as a noncompetitive environment, is too rich to pass up," said Ginny Grossman, group account director at Fallon. The holiday season, traditionally a busy time for movies, offered the agency a way to "get the most for our money," she said.
The spots extend BMW's year-old "Responsiveness" campaign, group creative director Bruce Bildsten said. While the ads continue to feature black-and-white photography, techno music and moving type, the pace has been slowed to make the spots more "emotional," he said.
The three spots -"Love Triangle," "Hug, Kiss, Caress" and "I Do"--attempt to deepen the connections between car and driver, adding the circular phrase "The car loves the driver loves the road loves the car" to the automaker's longstanding "The ultimate driving machine" tagline, Bildsten said.
Print executions, breaking in business and lifestyle magazines in January, will follow a similar theme.
BMW spent $74 million on advertising in 1997, and $52 million through September of 1998, according to Competitive Media Reporting.