BMW’s Z8 Gets Full ‘Q’ Treatment

Fallon Promotes Bond Tie-In With a Farcical Look at the Spy Life
CHICAGO–Fallon McElligott proposes that a BMW is instrumental to a secret agent’s mission in a campaign linking the new Z8 roadster with the upcoming James Bond film The World Is Not Enough.
The work, breaking this week, takes a playful look at the Bond mystique, showing over-the-top features of the spy’s car and poking fun at the puzzling behavior of Bond villains.
“We’re having fun with the fact that Bond is back, and for the third time he’s chosen to use a BMW as
his car,” said Baba Shetty, BMW of North America’s manager of marketing communications.
One TV spot features villains in training. An instructor offers helpful tips such as, “Never spell out your plan” and “Don’t assume 007 is dead unless you actually see him die,” as the apprentices take notes. Her final piece of advice, “Never ride in anything chasing Bond’s BMW,” is followed by action scenes from the film.
Print executions follow similar themes. One execution features a self-destruct button with the headline, “The one option we couldn’t bear to put in the new James Bond car.”
“You have to play along with the tongue-in-cheekness of a Bond film,” said David Lubars, president and creative director at Fallon, Minneapolis.
The campaign continues on the Internet, where users can play games teaching them how to be secret agents [Adweek, Oct. 25].
The longstanding tagline, “The ultimate driving machine,” remains.
BMW of North America, Woodcliff Lake, N.J., began its cross-promotional activities with Bond films in 1995, when Goldeneye was used to introduce the Z3 roadster. The car maker spent an estimated $20 million on that work. Fallon also linked the automaker with Tomorrow Never Dies two years later.
Unlike the Z3, though, the Z8 is out of reach for most consumers. (It costs more than $100,000, and most have already been pre-sold.) Thus, the company wanted the work to also have a brand-oriented focus, Lubars said.
“Even if you can’t get this one, you can get a piece of it in BMW’s other models,” he said.