There is so much car advertising in the world, seemingly a new model launch every other minute. The challenge to stand out must weigh heavily. Clemenger BBDO Melbourne has conquered that challenge for BMW Group Australia in a way that also, very cleverly, creates, builds and/or promotes the anticipation that a new BMW is meant to generate.

BMW Group Australia and Clemenger BBDO Melbourne have announced the upcoming arrival of the new BMW M3 & M4 models by racing away the rumours about these two new cars. Speculation about a new BMW M3 and M4 tends to spread online over a number of years in commentary from media, fans and sceptics. The announcement campaign spells out those rumours and reveals their truths – which also allows the campaign to announce key features in a memorable fashion.

In the TVC, the new cars turn the rumours into smoke (literally). And the film is just the beginning.

BMW is continuing the conversation through social media, by responding to rumours that have been posted in the past. BMW’s responses include films that show the M3 or M4 obliterating each rumour. Everyone – from media outlets, car lovers, and BMW fans – will be receiving personalised responses to rumours and speculation they have shared over the years.

In a world where the traditional approach is to ignore, deny, and minimise rumours, BMW is doing the very opposite: tackling them head-on.

BMW general manager – marketing, Tony Sesto, commented, “Rumours are part and parcel of the auto industry, but the rumour mill that drives discussion around the M3 and M4 models always takes it to another level. So, what better way to reveal the truth about how brilliant the new models are than to literally take all of that speculation and race it away with the cars themselves.”

Jim Curtis, executive creative director at Clemenger BBDO Melbourne, added, “When it comes to the iconic high-performance BMW M3 and M4, there is no shortage of fans. This allowed us to work with BMW to celebrate the avid speculation and put an end to all the online talk with a beautiful dose of reality – the cars themselves. We also aimed to create a film that simply brought to life the joy of driving these cars. We hope it’s as fun to watch as it was to shoot.”

The campaign is running across digital and social channels.

Credits:

Client: BMW Group Australia

Creative Agency: Clemenger BBDO Melbourne

Production Company: Collider

Director: Damon Cameron

DOP: Stephen Windon

Producer: Annie Schutt

Editor: Adam Wills

Managing Director: Rachael Ford-Davies

Post Production: Fin Design + Effects

Visual Effects Supervisors: Justin Bromley & Stuart White

Executive Visual Effects Producer: Alastair Stephen

Producer: Isabelle Howarth

Sound Design: Paul Le Couteur @ Squeak E. Clean

Executive Producer: Ceri Davies

Music Supervision: Mel Jong @ Level Two

PR: Clemenger PR