Fighting Hybrids With Science

I don’t connect with the above ad, even though I like the information being conveyed in the ad. BWM has two new diesel-engine models out–the X5 xDrive35d crossover and the 335d sedan. But instead of featuring the vehicles, GSD&M Idea City chose to educate drivers about the benefits of diesel (something high end buyers of a German vehicle might already understand).
The agency cast Brian Unger, of Discovery Channel’s ‘Some Assembly Required,’ in the role of educator. Here again, I question the choice. Science class isn’t sexy and BMWs are not for nerds. I believe green can be sexy. And these two vehicles offer a perfect opportunity to express that idea. But BWM’s ad campaign in no way supports that direction. They’d rather woo the analytical you.
[via The Wall Street Journal]

About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Disc golfer. Fan of Kurt Vonnegut, community radio and wolves in the wild. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.