Hasta La Creative!

JWT Amsterdam has launched a broadcast campaign for BMW’s new electric BMWi3 entitled “Driving Pleasure Reinvented.”

The 30-second spot highlights some of the car’s distinctive features, such as its carbon frame and use of materials such as eucalyptus wood, through a conversation two men have over lunch. One of the men brags about the car, with one of the men asking how it drives. “Like this,” the proud BMWi3 owner says and mimes driving without making a sound. The other man makes the sound of an engine revving up, with the BMWi3 owner correcting him that no, the ride is completely quiet. The spot ends with a shot of the vehicle and the “Driving Pleasure Reinvented’ tagline, fitting for a car that breaks with expectations. Of course, JWT is banking on the quiet ride being a selling point, which may or may not be the case. (more…)

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