BMW X5 Takes New Year’s Spin

DALLAS BMW will launch an ad campaign for the revamped X5 sport utility vehicle with a TV spot from GSD&M called “Nurburgring.”

The 30-second commercial opens on what appears to be a late spring or summer day with text that identifies the time as 7:30 a.m. and the location as Nurburg, Germany.

The quiet, leafy scene shifts abruptly to a low-angle camera shot of what appears to be a racecar making tight turns on the famed Nurburgring track in the town of Nurburg.

The sound of the racing engine and the swooping track creates a feeling that the viewer is along for the ride. As the car stops, the view shifts, revealing that the vehicle is actually an SUV instead of a Formula 1 racer. A group of seven young men and women then get out of the car laughing as the text reveals the vehicle to be the new X5.

The spot broke first at select movie theaters and will go wide on New Year’s weekend. It will appear later on broadcast and cable TV, the agency said. It was first shown at the Los Angeles Auto Show in November.

GSD&M group creative directors Mark Ray and David Crawford worked on the ad with art director Clark Evans and copywriter Jeff Maki. Doug Walker of Filmcore in Santa Monica, Calif., edited the spot, with Radical Media of Santa Monica as production house.

GSD&M, an Omnicom Group agency, is based in Austin, Texas. The shop won the account in 2005, with its first work breaking in 2006.

The client spent about $120 million in domestic measured media in the first 10 months of this year.

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