To celebrate the 100-year anniversary of BMW, FCB Inferno has created a series of striking press adverts that demonstrate the innovative technology available within the range of cars.
The work is the first set of above the line communications for the 100-year anniversary, and will run in a four-page consecutive spread on 28th May in The Telegraph and The Times, as well as on social channels.
In an unusual departure from traditional car advertising, the press adverts do not feature a car at all; instead, a road is seen from the perspective of the driver, set in three dramatic landscapes. Each execution demonstrates a different function of the car and how this advanced technology makes driving as enjoyable as possible. All copy reiterates the messaging of the 100-year celebrations, which highlights the brilliance of BMW technology and look towards the next 100 years of ‘Ultimate Driving Pleasure’.
Chief Creative Officer: Owen Lee
Creative Team: Nick OBryan-Tear, Neil Durber
Designer: Alex Gill
Additional Credits: Planning: Ben Jaffe
Senior Account Director: Hannah Slater
Senior Account Manager: Kirsten Barnes
Digital Retouching: Richard Bagley