Agency Network: 
January 2010
BMW:  Scent
BMW Print Ad -  Scent


Print advertisement created by Cundari, Canada for BMW, within the category: Automotive.


Joy is an exciting new fragrance from BMW.
Joy is the scent of a new BMW. To make your dream BMW a reality, visit your BMW retailer or and explore all of your leasing and financing options today. BMW Financial Services

Advertising Agency: Cundari, Toronto, Canada
Chief Creative Officer: Brent Choi
Creative Director: Andy Manson
Head of Art: Andy McKay
Art Director: Andrew Bernardi
ACD / Copywriter: Cory Eisentraut
Retoucher: Warren Hardy
Production: Georgettte Iordanous, Cecily Lo
Account Service: Serene Fattouh, Rex Yulo
Studio: Berry Rao, Tricia Lawson
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boom's picture

nice idea.

Activity Score 164
Art Director
alexander_bickov's picture

Lovely idea

Activity Score 3281
thedesignaddict's picture

This is a good idea. Nice execution.


Activity Score 5403
Art Director at Freelance
bubblestheclownfish's picture

Interesting idea, but it applies to ALL cars that have leather, plastic and foam. BMW doesn't hasn't cornered the market on smells ;-)

Sell me on the mechanics, sell me on the handling... but it's hard to justify paying a 20-30% premium for a BMW _just_ to get that "new car smell". Another example of a CD having an idea in his/her head for years, waiting for a client to try it out on.

Activity Score 614
Creative Director
xcreativity's picture

I like it. I like the use of fragrance/joy in this context. Good execution and also good photography.

Activity Score 2374

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog |

anHiiieeta's picture


Activity Score 328
Art Director
esia's picture

Sorry to say but done. Some years ago for a mercedes ad. Parfum for "real" drivers, the smell of petrol.
Even better than this.

Activity Score 239
Creative Director at BBDO Berlin |

Let’s do something great together.

dsklan's picture

i hate all theses testimonials in the new bmw campaign...
i wants to see a car, not these stereotype faces!!!

Activity Score 1926
Art Director at homeshop
Viranica's picture

i just love it

Activity Score 230
Copywriter at Y&R, Jakarta
rolling.stone's picture

cute idea

Activity Score 2739
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

Guest's picture

great work

CarmanDelarossi's picture

Andrew Bernardi does it again!

Should have used a hotter babe. This one is only so-so.

Activity Score 6
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