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BMW readies Powering Performance campaign

BMW Canada of Richmond Hill, ON will break a new advertising campaign called "Powering Performance" on Feb. 7 to coincide with the start of the 2014 Olympic Winter Games. BMW is the official vehicle sponsor of the Canadian Olympic team. The campaign, developed by Cundari, will consist of one 60-second television commercials and three 15-second commercials. The TV ads will be supported by digital and out-of-home advertising, as well as consumer events, a contest, social media activities and a two-minute online video.

The creative compares the performance of BMW vehicles with the performance of Canadian Olympic athletes, including blobsledder Kaillie Humphries, speed skater Charles Hamelin and skier Roz Groenewoud. The campaign will promote the M5 sedan, the 4 Series coupe, the X5 SUV and the I8 hybrid sports car.

"At BMW, peak performance, innovation and style are at our core," said Kevin Marcotte, director of marketing at BMW Canada. "Powering Performance brings to life the synergies between our brand and the elite athletes competing in Sochi, and celebrates our Team BMW Olympians as they keep their eye on their craft and on gold."

Media planning and buying were conducted by Media Experts, while Blast Radius handled the digital work. Com.motion is managing the social media elements.

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