This campaign has been running for a while now using the ‘aircraft’ analogy. My biggest problem with it is that Saab actually did this far better back in the 1970s and 80s in the UK. An old mate of mine, Nigel Fordham, was the agency Account Director on it, and he actually succeeded in converting me to driving Saab Turbo’s for a while. At least until GM bought them and totally messed them up and destroyed what was a great car brand. Overall Saab had more justification for the aircraft theme, as Saab was originally an aviation company. Hope Saab survive – the brand deserves to.
Anyway, overall I like the Beemer campaign. You have to admire brands who stick to their knitting, and BMW stick to their brand with their Ultimate Driving Machine message – devised by London based WCRS in the 1970’s and an example of great positioning if ever there was one. I ask myself ‘is it selling cars’ though – well I ask myself is anything selling cars just now? I suspect they are doing better though than most (certainly better than most US) car manufacturers. I give it a 6/10
Head of Global Branding