X5 Ad’s Super Debut

CHICAGO-BMW of North America will introduce its X5 “sport activity vehicle” with a 30-second spot from Fallon McElligott to air during the Super Bowl.
The X5, which hits dealer showrooms this week, marks BMW first foray into the 4-wheel drive sports vehicle category. The car is loosely based on the 5 series wagon and is intended to attract luxury car buyers, as well as those who want to trade up from their more truck-like sport utility vehicles.
BMW representative Karen Vonder Mullen confirmed the Woodcliff Lake, N.J., company would be advertising during the NFL championship game, in which a 30-second spot is costing in excess of $2 million. Vonder Mullen declined to offer creative details.
Spending behind the introductory campaign was not disclosed. In 1995, BMW spent an estimated $20 million promoting the introduction of its Z3 roadster in conjunction with the James Bond film Golden- Eye. The company spent $74 million on advertising last year, according to Competitive Media Reporting.
Executives at Fallon in Minneapolis referred calls to the client.
Fallon’s advertising has focused on the experience of driving a BMW. The Minneapolis agency’s recent TV advertising featured a silver car streaking through an electric-blue background. On screen graphics portray the sound of the car’s engine as a musical piece. The campaign continues BMW’s longtime tag, “The ultimate driving machine.”
The luxury sport category is expected to see even stronger growth over the next few years, with Porsche Cars, Honda Motor Co.’s Acura division and Ford Motor Co.’s Volvo division expected to introduce their own models.