Ads for New BMW 1 Series Highlight Its Attributes in Living Color
Check out the first international ad for the BMW 1 Series showing off its dynamic style and cool new features.
With fresh aesthetic appeal, captivating dynamism, and a wealth of fascinating details, the advertising campaign for the launch of the premium compact model very much reflects the character of the new BMW 1 Series itself. The elaborately produced short films show the new BMW 1 Series as a fun and exciting ride, offering exceptional quality and many clever features.
Viewers see the sporty 5-door model showcased with modern imagery and vivid colors. It features more than just a glamorous car in rapid shots and fast cutting, but also several comical elements. The co-star of the films, alongside the new BMW 1 Series, is a rooster who performs spectacular tricks on a skateboard. We’re not sure why they chose a rooster, but he is entertaining.
In the short spot, the modern design style, superior suspension technology, maximum agility, and innovative connectivity features (such as the BMW Intelligent Personal Assistant) are shown effectively. The new BMW 1 Series is being geared specifically towards younger target groups in the ads, but really, it’s a car that pretty much appeals to anyone. But the new spots give the 1 Series a great sense of character. It looks like a fun ride!
“With the launch of the BMW 1 Series and the campaign created for this purpose, we’re not just demonstrating that the third edition of this model leads the compact class in terms of driving dynamics, we’re also making a clear statement about design and lifestyle”, says Michael Sommer, Head of Brand Communication BMW.
In addition to a 30-second TV commercial, there will be additional 15-second spots, as well as other formats produced for social media. All reflecting the colorful character of the campaign. The ads rely mainly on the sheer power of the images. The new BMW 1 Series is presented solely with its model name as “THE 1.”
The campaign films were shot in Cape Town, South Africa and directed by Specter Berlin, an established name in the hip-hop scene, as well as a noted video director. He blends classic elements of car commercials with a modern music video aesthetic. It gives the campaign films for the BMW 1 Series a catchy and distinctive appeal.
Photos: BMW
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