Six months after it bagged the high profile account, GSD&M’s ‘Company of ideas’ commercial for motor major BMW debuted on television and print. But don’t expect to see glitzy cars roaming on windy streets like before; the agency has prepared an all text ad that is clearly bashing corporate convention and compromise. The German automaker is depicted as a company with free spirit, where innovation and creativity goes hand in hand, which can not be hushed up by bureaucracy.
So, don’t expect any glamorous convexed shot of the car. The ad shows gloomy offices where bosses are ‘idea killers’ who shoot down creativity mercilessly. Cut, and then the ad shows brightly lit BMW plants in Germany.
The ad focuses to the consumers who share the same attributes of BMW. an independent spirit, a drive to defy conservative wisdom and an admiration for a brand’s ability to offer both substance and style.
BMW is keeping its “the ultimate driving machine” tag line intact.
