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BMW Canada launched a string of five-second commercials to promote the BMW 1 and BMW 3 series and to show consumers that “Joy is not a luxury.”
Created by Toronto agency Cundari, the spots run in clusters of three during a single commercial break and communicate BMW’s value incentives, including a $33,900 starting price on the BMW 1 Series, and no-charge upgrades on the BMW 3 Series sedan.
The first spot for the 1 Series opens with the word “Stop,” followed by a BMW speeding along a winding road, then the word “compromising” and finally the tag line, “Joy is not a luxury.” Later in the break, a similar five-second burst delivers the message “One way….to fulfillment.” The sequence concludes with a final five-second spot with the words “BMW 1 Series” followed by a BMW racing down the street, “From $33,900” and the campaign tag line.
Each spot uses noise, including revving engines and BMW’s signature double gong audio branding, to capture viewer attention.
“Five seconds is a short burst, and what we’re aiming at is to pique interest at the beginning of the commercial rotation and then add to that in the middle, and then a nice strong finish,” said Kevin Marcotte, director of marketing, BMW Group Canada.
Marcotte said the car company wanted creative that would stay in the minds of consumers during Canada’s peak sales season (March to June).
“Given the succinctness of the messages—a strong brand message and a fairly simple, easy-to-understand tactical message—[we think] the combination would work well together,” he said.
The commercials complement dealer print ads promoting the “Ultimate Upgrade Event,” said Marcotte.
The commercials are running on Global, CBC and CTV, as well as sports, special interest and specialty channels this month. While Marcotte confirmed the automaker is in the middle of a media agency review, incumbent The Media Company handled the buy.
The campaign includes an online search campaign that directs consumers to a “special offers” page on BMW.ca.
