Bayerische Motoren Werke - A new kind of luxury

Agency Network: 
September 2017


With 'Bayerische Motoren Werke', Serviceplan and BMW create a bold new brand appearance to accompany the model offensive of the automotive manufacturer in the luxury segment. Serviceplan invented a new identity for the luxury segment of BMW. The new appearance will be presented for the first time at the International Motor Show (IAA) in Frankfurt (14 - 24 September 2017).

Film advertisement created by Serviceplan, Germany for BMW, within the category: Automotive.

Advertising Agency: Serviceplan, Germany
Global Chief Creative Officer: Alexander Schill
Worldwide Executive Creative Director: Jason Romeyko
Managing Directors Creation: Markus Kremer, Thomas Heyen
Managing Director Accounting: Florian Klietz
Executive Creative Director: Michael Wilk
Executive Creative Director: Wolf-Eike Galle
Creative Director: Kolja Danquah
International Account Director: Kristian von Elm
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Highest Rated

Flash1980's picture
Activity Score 33
oxonic's picture

I can't clearly see the relationship with the primary role of the "light" throughout the ad (which is quite highlighted here) and the concept of luxury or excellence. How does it connect?
However I enjoyed the ride.

Activity Score 892
Copywriter at none |

kleenex's picture

certainly different.

Activity Score 58777
Web Designer/Developer
Flash1980's picture
Activity Score 33
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