Agency Network: 
March 2008

Print advertisment created by Change, Poland for BMW, within the category: Automotive.

Barely driven.

Advertising Agency: Change Communications, Warsaw, Poland
Creative Directors: Jakub Korolczuk, Ryszard Sroka
Art Director: Rafał Ryś
Copywriter: Maciej Klimek
Photographer: Peter Hetzmannseder
Retoucher: Iza Zembrzuska

Comments (18)

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Wordnerd's picture
Activity Score 6692

??? the stone in the tire or what?

CharlieR's picture
Activity Score 92


iT-iS-i's picture
Activity Score 1721

Would've been great if this were for Kia, Chery or maybe skoda. BMW. No.

Add insult to injury then burn the candle at both ends.

:: Put your ears against the ground so i can walk over what you heard::

onestepahead's picture
Activity Score 97

I think the ad should have said the exact opposit. "Driven but still as good as new' That should be the message for a car like BMW. Somebody having a BMW and didnot drive much... I think thats negative.

fifthbullet's picture
Activity Score 186

i think they try to show the tyre with stone stuck on tread void,
it happen mostly on new set of tyre due to the tide tread void.
Old set of tyre tend to have wider tread void so the stone is unlikely to stuck on it.

judging from the response i can only say the message wasn't delivered clearly. :)

devon_connax's picture
Activity Score 30

"driven but still good as new"?
hahahaha worst slogan

Frits Harkema's picture
Frits Harkema
Activity Score 713

This actually is clever and good. And rare.

justpassingby's picture
Activity Score 1368

i like these alot and i know what the brief was, do an ad for us but we have no money to shoot so the creatives did a great job with existing car shots to come up with these. they really had to think.

Wordnerd's picture
Activity Score 6692

well for me, the 'barely driven' idea is total crap when your claim is "sheer driving pleasure'. why is this supposed to be clever? is there something even more subtle hidden in those ads?

onestepahead's picture
Activity Score 97

can you explain why is this clever and good?? And rare... now thats what you call going overboard.
'Barely driven" could be USP for a neighbourhood resellerm, because he doesnot have anything to value add to his commodity.
But for BMW, it has to be more than just 'BArely driven".

Frits Harkema's picture
Frits Harkema
Activity Score 713

Well, it's hard to explain something like appreciation for an ad. But ok, I am going to try. I can tell you why they are rare.
They images are not constructed, no Photoshop extravaganza, not made by illustrators on acid, not based on word play, not located on a desert island, involving Swiss army knives or ostriches that can fly. Nor are they shot by expensive famous photographers and then retouched for four days. They look real and could be real. In that way they are different from 99% of the print ads.
It’s a gigantic pack shot just like any client wants with a very clever bonus. They contain just a subtle hint that the car has been driven. That is why I like it. One comment I must agree on: if your claim is driving pleasure, why haven’t they been driven to the max? But ok, that’s a flaw I would be willing to oversee. Unfortunately, they are to reminiscent of the Audi campaign.

Heads's picture
Activity Score 194


David Hasselblad's picture
David Hasselblad
Activity Score 120

Barely driven. A pebble in the tyre. OK so it's barely driven. Just so much that there's a pebble in the tyre. But otherwise as new. Got it. Now where's the funny?

Kateter's picture
Activity Score 2029

the whole campaign.

silenciorn's picture
Activity Score 153

now, this is better...

si fai il mio nome, non ci sono più...

bootchec's picture
Activity Score 34

Why polish ad in english...again.
Fun missed by a mile.

ronstr's picture
Activity Score 140

can't believe this. It's also a rip off from the Audi used cars concept, but that was clever done. (headline: we have to leave some evidence that it was used)

Guest's picture

BMW Used Cars. Barely Driven.

The only thing about this car that tells you that it was on a road before is the stone... Get it now?