BMW launches the new M5

The auto brand is targeting art and design aficionados with a fast-paced yet slow-motion film to promote its new car models.
BMW

BMW has fashioned a rather artistic two-minute video, which will act as the centrepiece of its new advertising campaign.

The online asset was made in celebration of the summer launch of the auto brand’s new M5 models, and Kris Davis, SVP, customer service, Media Experts (the agency behind the planning and purchasing), tells MiC the plan is to reach out to those who have an interest in the art of design, architecture and fashion to tell its story.

“M is all about performance,” he explains. “So it’s really about how we involve ourselves with people who are in areas where they might not be engaging in the purest automotive-type content.”

For the launch, starting this week, the brand will take full advantage of its paid, owned and earned media, says Davis, adding that instead of broadcasting the video to the masses, BMW is reeling consumers in with directive to watch the “Bullet” video on its site through social outreach, as well as online and OOH dominations. “[The media] is really working in harmony this time,” he adds.

The film, which was crafted by Toronto-based Cundari, shows the car positioned as what Natasha Wookey, group account director at the creative agency describes as “bullet fast.” She says that the film captures the two sides of the new model, that being luxury sedan and high performance sports car, by placing “contrasting scenes of extreme high speed and super slow motion.”