Munich. With fresh aesthetic appeal, captivating
dynamism and a wealth of fascinating details, the campaign for the
worldwide market launch of the premium compact model very much
reflects the character of the new BMW 1 Series itself. The elaborately
produced short films show the new BMW 1 Series as the most exciting
vehicle in its class, offering exceptional opportunities to experience
hallmark brand driving pleasure. Viewers see the sporty 5-door model
showcased in entertaining style with modern imagery and vivid colours,
featuring not just rapid pan shots and fast cutting but also several
comical elements. The co-star of the films – alongside the new BMW 1
Series – is a rooster who performs spectacular tricks on a skateboard.
With its modern design style, suspension technology enabling maximum
agility and innovative connectivity features such as the BMW
Intelligent Personal Assistant, the new BMW 1 Series offers a
progressive form of driving pleasures geared specifically towards
young target groups. This character is also reflected in the launch
campaign. “With the launch of the BMW 1 Series and the campaign
created for this purpose, we’re not just demonstrating that the third
edition of this model leads the compact class in terms of driving
dynamics, we’re also making a clear statement about design and
lifestyle”, says Michael Sommer, Head of Brand Communication BMW.
The campaign films were shot in Cape Town, South Africa and directed
by Specter Berlin, an established name in the hip-hop scene as
co-founder of the Aggro Berlin label. He has also made a name for
himself with music videos for Marteria and other hip-hop artists. The
most recent production of his to attract attention was a video for the
band Rammstein. In addition, Specter Berlin has been successfully
involved in marketing campaigns for many years. It is his blending of
the classic elements of product communication with a modern video-clip
aesthetic that gives the campaign films for the BMW 1 Series their
distinctive appeal.
In addition to a 30-second TV commercial, several 15-second cut-downs
and other formats were also produced for use on social media channels.
All communication instruments reflect the vivid, colourful character
of the campaign. Thanks to the sheer power of the images, the
communication does entirely without any additional product claim. The
new BMW 1 Series is presented solely with its model name as “THE 1”.