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 head of brand strategy and creative at Bonehook in Portland, Oregon.