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| BMW |
If we talk about the most important and revolutionary advertising campaigns of history, we can’t forget that which the renowned automobile brand BMW carried out from the hand of the SCPF agency.
As we can see on the spot, throughout all the video only appears and takes the role of unifying thread a hand that sticks out the window of the driver of a car while it’s doing light movements and playing with the wind. At the end of the ad, a sign reveals to us to which brand belongs this commercial spot to. And the thing that was most important at the time, what kind of product was advertising, considering that we don’t even see a car in itself, nor its silhouette, we simply see a hand that show us how a person enjoys driving its car, its BMW. It was a great novelty, it was the first commercial ad in which it didn’t appear any car!
At first sight, the spot may seem extremely simple, but if we analyse it in a deeper way, we can see behind all the complex production and development of the campaign and the importance and originality of its meaning. This, together with the breach with the typical way of advertising automobiles, explains that success. Success that has endowed with great personality the brand.
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| 60's advertising poster |
Around the 90s, BMW constitutes itself as a brand of high-end vehicles and coldly technological. That’s the way was perceived by the public, as a distant and impersonal brand. Clearly, the image that had the mark was a reflection of the communication that was carrying out up at the time. This advertising campaign, in addition to changing and improving the image of the brand, it completely changed the way to advertising cars and thereof conception, because until then, all the advertising actions that we knew about this kind of product was based only on describing the characteristics’ car and the technological advances that it offered.
And it’s thanks to this sort of communication that BMW has become in an example of Spanish advertising. This campaign brought, together with the turn of the century, stopping focusing on the magnificent features and news of the cars, to talk about the feelings that they convey us when we use them and also show us what they can provide us, representing unique sensations of driving, in which the most important thing is the driver and his emotional connection with these machines of latest fashion in technology. Of course, in those days, it was thought impossible a spot of a car without the car appearing in the ad. BMW has demonstrated that in addition to be possible, it is effective.
Chosen as the best ad of the last 25 years in the Latin American Festival of Advertising Communication El Sol, few advertisements have been know transmitted so exactly the feeling of enjoying driving.
Its claim: “¿Do you like to drive?” it’s the result of a communication strategy that perfectly defines its spirit. This, and no other, it’s the sentence which makes the brand connect emotionally with its audience. And that is precisely the target of this firm: people who love driving and who enjoy doing it.
In short, BMW is considered, according to different studies, the brand with the best worldwide reputation in recent years, the most valuable automobile brand in the world the year 2012, the signing of cars with the highest number of fans on Facebook and the automobile premium brand best selling at world level. Many would say that it’s coincidence, but… Do you still believe that communication is something secondary?
MARTA IBÁÑEZ PÉREZ
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