Marking an industry first, BMW of North America and its advertising agency GSD&M Idea City are rolling out a television spot to herald the arrival of the all-new 2008 BMW M3 that underscores the car’s performance pedigree by showcasing its high-revving V-8 engine — from the inside out.
The final component of the comprehensive advertising campaign supporting the launch of the fourth-generation BMW M3, the 30-second television spot, entitled “Revolution,” recently made its debut on national cable networks. The Austin, Texas-based agency created the spot’s authentic representation of internal combustion as it is happening without special digital effects.
“The all-new BMW M3 features the first series-production V-8,” said Jack Pitney, Vice President, Marketing, BMW of North America. “There is something inspiring about seeing that kind of power in action, and that’s the feeling we’ve tried to convey in ‘Revolution’.”
Artfully capturing one cylinder firing, the purest functional element of an internal combustion engine, the piece illustrates how BMW manipulates air, fuel, electricity and fire to power the first-ever production V-8 BMW M3. The sequential depiction of fuel spray, piston compression, and spark igniting the fuel, alludes to the power and beauty at the heart and soul of the car.
“In experiencing the new M3 there’s only one place better than the driver’s seat — the engine itself,” said Duff Stewart, President and COO of GSD&M Idea City. “‘Revolution’ is a rare look into the heart of a BMW.”
The television commercial will run on select national cable networks and programs over a two-week period, including: Comedy Central’s The Daily Show with Jon Stewart and The Colbert Report; AMC’s Mad Men; CNN’s Anderson Cooper 360; MSNBC’s Countdown with Keith Olberman; and CNBC’s Closing Bell, Squawk Box, and Mad Money.
The agency also shot a behind-the-scenes video documenting the spot’s intricate production process. Following weeks of researching the V-8 engine and conducting film tests, the actual shoot took place in Belgium over the course of four, labor-intensive days. The video depicts the preparation of three, V-8 engines used in filming — manifolds were cut, cylinders were shaved and minute holes were drilled to accommodate special cameras and lenses. In the video, GSD&M producers further describe the process and the intent.
The television spot and the behind-the-scenes of the making of M3 Coupe Revolution television commercial are available on the BMW web site at: <a href="(http://www.bmwusa.com)/Standard/Content/Vehicles/2008/M/M3Coupe/M3Advertising/Default.aspx”>(http://www.bmwusa.com)/Standard/Content/Vehicles/2008/M/M3Coupe/M3Advertising/Default.aspx
BMW Group in America
BMW of North America, LLC ((http://www.bmwusa.com)) has been present in the United States since 1975. Rolls-Royce Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand, the MINI brand, and the Rolls-Royce brand of Motor Cars; DesignworksUSA, an industrial design firm in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group’s global manufacturing network and is the exclusive manufacturing plant for all Z4 models and X5 Sports Activity Vehicles and the upcoming X6 Sports Activity Coupe. The BMW Group sales organization is represented in the U.S. through networks of 338 BMW passenger car centers, 335 BMW Sports Activity Vehicle centers, 142 BMW motorcycle retailers, 82 MINI passenger car dealers, and 30 Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group’s sales headquarters for North, Central and South America, is located in Woodcliff Lake, New Jersey.
About GSD&M Idea City
Through 36 years of helping grow some of the world’s most successful brands, GSD&M Idea City has become a leading national marketing communications and advertising company using the power of Purpose-based Branding and Dynamic Collaboration to create a destination for visionary ideas that make a difference for our people, our clients, our country and the world. GSD&M Idea City is part of Omnicom Group, Inc.(NYSE: OMC). For more information, go to http://www.IdeaCity.com.
