BSSP Takes Mini’s Label Defiance to the Olympics

Butler, Shine, Stern & Partners launched an extension of its “Defy Labels” campaign for BMW’s Mini ahead of the 2016 Rio Olympics, which opens this Friday. 

The Olympic push is centered around a broadcast spot featuring Olympians such as Serena Williams, fencer Ibtihaj Muhammad, rugby player Carlin Isles, weightlifter Morghan King, boxers Carlos Balderas and Claressa Shields, beach volleyball player Jake Gibb and swimmer Cullen Jones. Each of the athletes announces a label they’ve had applied to them reductively, such as “poor,” “black,” “immigrant” “Muslim,” and “cancer patient” (Gibb is a two-time cancer survivor), before Williams concludes, “The only label that matters is Olympian.” 

It’s a nice extension of the larger “Defy Labels” campaign and the different message helps the brand stand apart from the large pack of Olympics spots, most of which had debuts preceding this effort. The mix of Williams’ star power with relatively lesser-known Olympians is a nice touch as well, as is the decision to let Williams deliver the concluding line. A series of online interviews with individual athletes from the broadcast spot rounds out the effort.

“The campaign targets the Mini mind-set,” Tom Noble, head of marketing for the brand, told Adweek. “It’s about people who think independently. Our fans are people who appreciate design and also appreciate individuality. What we do know is that the Olympics indexes highly with our fans. They appreciate sports, and there are a lot of sports during these Games which are unique and different, only coming around every four years, and so this is a good platform to reach our audience.”

“We have a message that is topical if you look at what’s going on in today’s world, and you get a real, authentic view of what people’s struggles are and what they have overcome,” he added. “We believe having a relevant, inspiring message with a topical theme should cut through.” 

Client: Mini
Agency: Butler, Shine, Stern & Partners
Chief Creative Officer: John Butler
Creative Director: Mark Krajan
Senior Art Director: Sinan Dagli
Senior Copywriter: Luke Zehner
Senior Producer: Lori Pisani
Head of Integrated Production: Adrienne Cummins
Account Director: Danny Peters
Account Supervisor: Michelle Finelli
Business Manager: Nihad Peavler
Director: Matt Baron
Company: All Day Every Day
Editor (TV):Pete Koob
Editor: Christopher Kasper
Editor: Andy Berner
Editorial Company: Cut & Run
Music: Joaby Deal
Music Company: One Union
Color Grading: Shane Reed
Color Grading Company: Apache
Finish: Jogger

This BMW Ad With a 'Crazy' Woman Has Angered Mental Health Advocates

Will a BMW commercial that’s come under fire from a prominent mental-health advocates get bounced from the NCAA men’s basketball tournament?

The controversy over the 30-second spot, which has been running during games in heavy rotation, should serve as a cautionary tale for marketers (and communicators) everywhere. At first glance, “Cute Cottage,” promoting the ConnectedDrive personal assistant feature, seems harmless enough. A couple in a BMW X3 SUV pull up to the secluded, overgrown “Sprout Brook Inn.” Noting an unkempt woman in a nightgown and sweater staring at them from the porch, the guy in the passenger seat says, “She looks crazy.”

That line—and the couple’s decision to seek other lodgings post-haste, using the car’s technology (after Siri informs them of “slayings” at the dilapidated hotel)—didn’t sit well with Linda Rosenberg, CEO of the National Council for Behavioral Health, which represents more than 2,000 groups nationwide. She fired off a letter to BMW demanding the spot’s immediate ouster from the airwaves, and offered a “Mental Health First Aid” course to client executives and staffers at ad agency KBS+P, which created the commercial.

“This went beyond just the word [“crazy”] for us,” she told CNBC. “It was saying that word, and then behaving as if someone who has a mental illness doesn’t deserve your help. … They’re just going to walk away.”

BMW responded to Rosenberg’s complaint with an apology, and a company representative sent this statement to AdFreak: “We are deeply sorry to anyone that was offended by this ad, as it was certainly not our intention. The ad was intended to spoof a horror movie.”

Asked if the commercial would in fact act be pulled, the rep said, “The ad is naturally starting to run out of our ad-buy rotation.”

“Cute Cottage” does have a thriller-parody vibe—muted colors, moody photography, desolate locale, the couple’s overreaction. It’s neither hateful nor overtly disrespectful, and certainly not malicious. Ten years ago, or even five, I doubt there’d have been a dustup. I choose to take the brand’s apology at face value. If BMW doesn’t feel the ad is objectionable enough to pull, so be it—though trotting out the “nearing the end of its rotation” line, even if it’s true, rarely helps in these situations.

In a broader sense, we live in an age of social hyper-awareness, and words that carry dual meanings or subtly negative connotations — like “crazy”—should, at this point, set off warning bells. Still, it’s a tough call. Lenny Bernstein, the Washington Post’s “To Your Health” blogger, offers a nuanced take: “None of this dawned on me … though I’ve watched a lot of basketball and a lot of this ad since the tournament began. I understand why it’s easy to overlook the offensiveness of these stereotypes, even as we’re enjoying a time of great change in attitudes about other previously stigmatized groups.”

Personally, I winced when I first heard the guy say “crazy,” but I cover marketing every day, so I may be more attuned to advertising’s potential pitfalls than a casual viewer, or health writer, would be. I must admit, however, that Rosenberg’s second point of contention—the couple’s speedy departure without seeking help for the woman on the porch—eluded me completely. After reading her quotes in other media, though, I can see where she’s coming from, especially given her heightened awareness of mental health issues.

Cultural tastes and sensitives are constantly evolving. Words and images, always powerful, have the potential to trip up content creators like never before. That’s something everyone, especially those of us in the media, should strive to keep in mind.

Perhaps we won’t even be calling it March Madness much longer, though Rosenberg isn’t focused on that particular phrase.

“We are not concerned about the use of ‘March Madness,’ although others might feel differently, and indeed the term might fade out over time,” she tells AdFreak. “We view ‘March Madness’ as referring to a ‘commotion.’ Language is important—but the behavior in the ad is of most concern.”

JWT Celebrates the ‘Glance Back’ for BMW

JWT Amsterdam has a new spot for BMW, celebrating the “Glance Back” prideful owners take at their vehicles.

The simple spot shows a man arriving home in his BMW, emerging from the vehicle, and taking a lingering, prideful look back at the car. According to a press release, this signifies a “combination of the driving experience, the design and the pride of ownership” which “BMW drivers recognise.” While you’d certain have to extrapolate a bit to get all that from the 30-second broadcast spot, it is readily apparent that this guy is more than a little infatuated with his vehicle. The spot ends by asking, “When was the last time you glanced back?” before the “Sheer Driving Pleasure” tagline appears onscreen. It’s up to the viewer to decide if the “Glance Back” is more a sign of the BMW’s brilliance or the man’s arrogance.


KBS+P Revisits Dawn of Internet for BMW in Super Bowl Spot

For BMW’s Super Bowl spot, “Newfangled Idea,” Kirshenbaum Bond Senecal + Partners look back at an entertaining (and slightly embarrassing) 1994 Today show clip with Katie Couric and Bryant Gumbel in which the hosts act more than a little befuddled about the whole Internet thing (and the “@” symbol).

The flashback functions as a setup to BMW’s forward-looking electric i3. Couric and Gumbel appear in the car, talking about how they don’t understand what they mean that there is “nothing under the hood” of the car or that it was made in a “wind-powered facility.” It’s a pretty clever way of illustrating how much people’s ideas can change about new technology in 20+ years, and making electric-doubters wonder if they’ll feel silly for their questions in another decade or two.

If you’re wondering how the pair feel about the clip, Gumbel offers some insight in a behind-the-scenes feature released by the brand. “People are inclined to ask, ‘Aren’t you embarassed by that clip?’ — or ‘Aren’t you angry about that clip?’ I say, ‘No! I’m not at all! I’m amused by it.’” He added, “I watched The Jetsons years ago, so I kind of thought we’d be in a jetpack, ya know, flying over things. I guess one day we’ll get there, but for the time being, the electric car is a great way to go.”

Katie Couric, Bryant Gumbel Revisit Hilariously Clueless 1994 Today Clip in BMW's Super Bowl Ad

The year was 1994. Ace of Base saw “The Sign.” O.J. Simpson’s white Bronco sped down the freeway. And of course, this thing called the Internet was a tiny baby. And Bryant Gumbel and Katie Couric were desperately trying to figure it out.

A now-famous Today show clip from ’94 features Gumbel and Couric cluelessly talking about the Internet. They can’t seem to grasp the concept of an email address or the @ symbol.

“Katie said she thought it was ‘about,’ ” says Gumbel.

“Or ‘around,’ ” adds Couric.

“I’ve never heard it said, I’ve only seen the mark,” continues Gumbel. “What is ‘Internet’ anyway? Do you write to it like mail?”

“Allison,” Couric asks her producer, “can you explain what ‘Internet’ is?” 

Fast-forward to today, and BMW is using the amusing clip—followed by Gumbel and Couric talking today, just as cluelessly, about the futuristic i3 electric vehicle—in its 2015 Super Bowl ad from Kirshenbaum Bond Senecal + Partners, released Monday morning:

As an added bonus—and arguably the gem of the campaign—BMW has given us outtakes from the shoot, featuring Couric, and the curmudgeonly Gumbel actually cracking a smile (and a couple of funny jokes) every now and then:

In the behind-the-scenes clip below, Gumbel gives a little insight into his perspective. “People are inclined to ask, ‘Aren’t you embarassed by that clip—are you angry about that clip? I say ‘No! I’m not at all! I’m amused by it.’ I watched The Jetsons years ago, so I kinda thought we’d be in a jetpack, ya know, flying over things … I guess one day we’ll get there, but for the time being, the electric car is the way to go.”

It’s a fun enough campaign. And to be fair, I’ve also found myself thinking about the enigmatic “@” symbol of late, as you can see from this tweet just last week:

Five Red BMWs Drift Together in Automaker's Latest High-Octane Stunt

If you like watching pretty cars dance with each other, check out this new stunt driving ad from BMW South Africa.

Five cherry red M235i coupes spin around each other in a tightly choreographed high-speed sequence on a closed traffic rotary. Titled “The Epic Driftmob,” it takes pains to emulate a human flash mob. That means showing a woman dressed as a cop blocking several cars (including a Honda) from entering, and cutting in some unconvincing footage of confused and excited spectators.

Ultimately the stunt, orchestrated by Interone in Cape Town, feels more like it’s paying homage to Esther Williams than Improv Everywhere. Maybe that’s because it’s clearly too high-budget and well-planned to feel believable as a spontaneous event. Or maybe it’s because the fast edits and burning rubber can’t hide that there’s a sort of grace to the whole thing—especially if you watch the clip on mute, and spare yourself the obligatory but grating sounds of revving engines and screeching tires.

It also doesn’t look quite as dangerous as some of BMW’s other stunt commercials from recent years, which saw cars drifting through car-shaped holes in walls and around the edges of skyscraper helipads. But while less risky, at least we know the new spot is real (the brand says so on the YouTube page) and not CGI—unlike the recent aircraft carrier ad, which was almost certainly not real. (In the making-of video for the new spot, stunt driver Rich Rutherford points out the thin margin for error in coordinating the fast-moving cars, steered by pro drivers including drifting champions Rhys Millen and Samuel Hübinette).

And of course, the ad has a happy ending: The hot lady cop pulls off her hat and does a dramatic hair toss before climbing into one of the Beamers. Because the brand couldn’t resist suggesting its product will get you laid, too.

BMW Goes for a Spin on the World's Most Insane Racetrack: an Aircraft Carrier

It’s one thing to drive at breakneck speeds around a barren salt flat or abandoned airport, but the pucker factor goes up a few notches when you’re teetering on the edge of an aircraft carrier.

In BMW’s questionably real “Ultimate Racetrack” ad for the BMW M4, we see the typical anonymous, black-gloved stunt driver fishtailing and drifting around a course built on what looks like the redesigned deck of an aircraft carrier.

Several YouTube commenters believe it’s fake, and Jalopnik points out some pretty compelling reasons to be dubious, such as the inconvenient fact that aircraft carriers don’t have rounded edges. We’ve reached out to Cundari, BMW’s agency in Canada, and will update with more information if we hear back.

That said, it sure doesn’t feel fake when you’re watching the car cut around those edges and risk a drop into the ocean. 

If nothing else, the ad highlights the fact that the only three differences between one high-adrenaline car ad and all the others like it: location, location, location.

Você nem pode imaginar o que a BMW acabou de inventar. É incrível!

Você já fez de tudo e o seu filho não consegue dormir de jeito nenhum. Um pai experiente dirá: “Leve-o para dar uma volta de carro”, e a magia acontecerá diante dos seus… ouvidos.

Pensando em facilitar nossa vidas, a BMW apresenta a ZZZ Series, uma incrível máquina de fazer dormir.

Sim, é só 1 de abril, para tristeza de muitos pais.

[ATENÇÃO: O título deste post está em conformidade com a nossa nova política editorial. Saiba mais.]


Aspiring Audi Owners Are Insufferable Snobs in Obnoxious New Ad

Audi has earned a lot of different descriptions over the years, but "tacky" wasn't one of them. Until now.

The automaker's new promotional video, "Luxury Car Abstinence," is meant to be a jovial bit of double entendre that positions the new Audi A3 as the ultimate first-time luxury car for young professionals. But instead, what we get is a mean-spirited and overly long clip in which aspiring Audi owners stop just short of rubbing feces on their loved ones' high-end rides.

While the concept probably had potential, the execution is simply grating. We see young people describing a BMW as a "drive of shame," ditching a ride from mom in favor of a cab and quitting jobs because the free company car is a lowly Mercedes. It's not endearing. It's entitled prickery.

One Jalopnik contributor says the ad highlights Audi's "bigger balls," but based on most of the comments on YouTube and his own post, it's clear that, however large the automaker's gonads, most viewers just end up wanting to kick Audi in the crotch.


BMW Brand Store – Eric Tabuchi

L’exposition d’Eric Tabuchi a pris place au Brand Store BMW à Paris. Une expérience interactive permettant pour chaque photo d’Eric Tabuchi issue de La Route du Photographe, via un QR code situé sous la photo, d’afficher le lieu de la prise de vue. Des photos du road-trip de 4000km à découvrir dans la suite

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Eric Tabuchi for BMW

La marque BMW déjà présente dans le domaine de la photographie (Paris Photo, Rencontres d’Arles…), s’est alliée à Eric Tabuchi pour La Route du Photographe. A cette occasion, il a créé une série de photos inédites d’espaces péri-urbains vides de toute présence humaine, qui retrace son parcours du 16 au 25 septembre.

La Route du Photographe invitait les internautes à participer et à suivre Eric Tabuchi, pas à pas sur Facebook et via Google Maps, pendant 10 jours sur 4 000 km à travers la France, pour réaliser une série de photos de son road trip, exposées en ligne et au Brand Store BMW George V à Paris en octobre. Pour en savoir plus ici.


BMW Zagato Roadster

La marque allemande BMW a dévoilé en mai dernier le coupé Zagato tout en parlant par la suite d’une version Roadster. Celle-ci vient d’être présentée il y a quelques jours avec ces photos très réussies mettant en avant le modèle dans un décor incroyable. Plus d’images du shooting dans la suite de l’article.

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James Bond Car Montage

Alors que le 23ème volet de la saga 007 appelé Skyfall est prévu pour le mois d’octobre 2012 au cinéma, cette année est le 50ème anniversaire de James Bond. Pour l’occasion, voici ce montage très bien réalisé reprenant les véhicules ayant pu apparaître dans les différents opus à découvrir dans la suite.

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MINI’s tocam “God Save the Queen” para celebrar os Jogos Olímpicos de Londres

A MINI entra no espírito dos Jogos Olímpicos de Londres 2012 não apenas lançando um modelo em edição especial, mas também chamando a Orquestra Filarmônica da cidade para tocar.

Porém, ao invés de instrumentos, as buzinas dos MINI’s é que executam o hino nacional da Grã-Bretanha.

O modelo MINI London 2012 Limited Edition terá apenas 2012 unidades fabricadas.

A criação é da WCRS London.

Brainstorm9Post originalmente publicado no Brainstorm #9
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BMW em câmera lenta enfrenta maçã e balões gigantes

Sabe aqueles vídeos de demonstração de camera lenta em que uma bala perfura uma arma, balões, etc e tal?

A BMW do Canadá resolveu fazer seus próprios testes, mas com objetos gigantes e com um carro no lugar da munição.

O modelo é um M5, com um resultado que a marca chamou de arte de alta performance.

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BMW M5 – Bullet Art

BMW Canada présente cette vidéo très bien réalisée pour promouvoir son modèle de voiture M5. Intitulée « Bullet Art » et conçue en slow-motion, elle détaille les performances de la voiture, modélisée avec talent, dans un parcours incroyable. Une création réussie à découvrir dans la suite en vidéo.

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BMW i8 Spyder Concept

Après les premières images, BMW nous dévoile son nouveau concept car. Un véhicule aux lignes splendides représentant la voiture de sport du futur. Avec des hautes performances mais surtout un design incroyable, ce modèle à couper le souffle est à découvrir dans la suite.










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BMW E-Scooter

Le constructeur BMW a pu penser ce E-Scooter en utilisant la base du Concept C. Ce véhicule électrique allie l’écologique au sportif. Utilisant des batteries au Lithium, l’autonomie de ce véhicule serait de 100 kilomètres. Un design intéressant à découvrir en image dans la suite.








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Citroën Metropolis Concept

Voici les 1ères photographies du dernier concept-car de Citroën, un bolide d’une longueur de plus de 5 mètres aux lignes séduisantes. Un projet mené par l’équipe basée en Chine, présenté au Pavillon Français du Shanghai World Fair. Une série de visuels à découvrir dans la suite.













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Uma BMW S1000 para o jantar

BMW Table

Aposto que você já tentou isso em casa depois de uma aula de física na 5º série. Mas sem o jeito certo, acabou quebrando todas as louças da sua mãe e teve que se esconder debaixo da cama por uma semana. Não mente. Eu sei.

Sem o risco de deixar uma mãe furiosa, a BMW fez o mesmo experimento com sua moto S1000, indo de 0 a 100km/h em apenas 2.9 segundos, e puxando a toalha de uma grande mesa com 24 jogos de jantar completos.

Como o vídeo mesmo diz, é o truque mais antigo do mundo, mas ainda assim continua sendo divertido. Mais de 350 mil views em menos de 3 dias.

| Via Autoblog