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]
Fighting Hybrids With Science
I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.