Publicis/Bloom here, which handles Eastern dealer advertising for BMW, has created a national TV spot touting the under-$30,000 price tag on the car maker's new six-cylinder 323is. The spot shows a "price-o-meter" needle falling as a 323is accelerates across a desert. "The ultimate driving machine" is retained as the tagline.
Publicis/Bloom was selected from among the client's regional agencies. Fallon McElligott in Minneapolis, BMW's lead agency, was not considered because it is busy developing new performance-oriented ads and "materials for the new James Bond movie," a client representative said.
"This is less of a brand statement than a price statement," the representative said. [This] was a great spot" and "communicated the message we wanted." --Teresa Andreoli