Whitby, Ontario BMW Canada unveils its latest product advertising campaign today, just in time for the launch of the 2002 New 3 Series. The campaign entitled "Pure Drive" is based on the unsurpassed responsiveness that is the hallmark of the BMW 3 Series. Created by BMW of North America's advertising agency, Fallon Minneapolis, the campaign consists of two print ads and one commercial, running simultaneously across the country until mid-December.
"3 Series owners tell us over and over again that what thrills them most about their cars is the driving experience and the way BMW remains innovative," explains Andrew Doyle, Marketing Communications Manager, BMW Canada Inc. "This campaign, and the television commercial in particular, is so effective because it speaks to these customers using a form of innovation of its own."
The commercial uses a stroboscopic effect multiple images showing movement across time never before seen in the automotive category.
"The stroboscopic technique is a fresh, memorable way to capture the essence and purity of the 3 Series driving experience, while also dramatically breaking through the usual automotive advertising clutter," says Bruce Bildsten, associate creative director at Fallon.
The latest campaign follows the unprecedented and highly acclaimed Internet film series, BMWfilms.com , which was created by BMW and Fallon, and featured an A-list roster of Hollywood heavyweights. Dubbed "The Hire," the series was executive produced by David Fincher, and featured directors including John Frankenheimer, Ang Lee, Wong Kar-Wai, Guy Ritchie and Alejandro González Iñárritu.