Ads For BMWs Newest Electric Car Combine Images and Techno-Poetry
The BMW i8, soon to be on sale at Braman BMW in West Palm Beach, presents an interesting marketing challenge. It’s a limited-production car and both the technology and appearance are revolutionary, so it will take a very special advertising campaign indeed to reach the intended audience and get them interested.
BMW’s approach is to bring in acclaimed director Gus Van Sant (movies “Good Will Hunting”, “Finding Forrester” and “Milk”, as well as music videos for the Red Hot Chili Peppers, David Bowie and Elton John ) to direct a series of commercials with names like ‘Attitude’, ‘Powerful Idea’ and ‘Genesis’.
The commercials feature actors Mickey Sumner, Sam Hazeldine and Michael Pitt, each reciting what amounts to a poem about the i8, its attributes, its place in the world and how it makes you feel. They say a picture is worth a thousand words, but with these ads you get both. Of course there’s no substitute for actually getting behind the wheel, but it will be interesting to see how they affect customers.
If you are one of those customers and you like what you see, visit Braman BMW in West Palm Beach to find out more, and schedule a test drive.
To see ‘Attitude’, click here.
To see ‘Powerful Idea’, click here.
To see ‘Genesis‘, click here.