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BMW Canada breaks new television campaign

BMW Canada of Whitby, ON has released a new television ad campaign promoting its 1 and 3 series vehicles. The creative consists of a sequence of five-second commercials that run during a single two-minute commercial break. The ads, developed by Cundari, use the tagline, "Joy is not a luxury" and feature the sound of a revving engine. Each execution begins by introducing one of the vehicles, then highlighting a special offer in the last ad. The campaign will run on network and specialty channels until the end of April. Media buying was handled by The Media Company. "The creation of five-second spots allowed us to meet multiple objectives with only two creative executions," said Marc Belcourt, brand communications manager at BMW Canada. "We wanted to be in market quickly with creative which would stand out from traditional automotive commercials, while positively contributing to the brand's attributes and make people aware of our current offers."

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