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NEW YORK-BMW is leaving the cute penguin behind in its latest pitch for new North American drivers. And don’t look for yachts magically riding down city streets.
Instead, in a new brand campaign breaking this week, the German automaker is stressing throttle, performance and driving as sport.
Three new TV spots, with two more on the way, and five new print ads from Minneapolis-based Fallon McElligott focus on the automobiles’ responsiveness and stick with BMW’s “Ultimate Driving Machine” tagline.
The TV spots are shot in black and white, and set to pulsing, heavy-metal music with no voiceover.
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