BMW

The tagline has been The Ultimate Driving Machine™ for decades. But the brand positioning has always been “Love To Drive”.

And yet the media buy included street-level OOH, seen only by pedestrians or drivers stuck in miserable traffic. Which is pretty much the exact opposite.

So what if we illustrated the brand positioning with the opposite of the expected? What if we broke automotive marketing’s oldest rule, and didn’t “show the metal” at all?

Agency: Publicis
What I did: Concept, Copywriting