BMW looked into the future and created something quite special. They are introducing the new BMW i series of electric cars. As we all know, predicting the future is not an easy task, and most of the time when individuals have predictions they get laughed at.
During BMW’s first commercials “Hello Future,” a recording of Arthur C. Clarke reminds viewers to be optimistic about the future while watching the new BMW i series car fly through the biggest cities in the United States. The first commercial of the BMW i series goes: “If by some miracle a prophet could describe the future exactly as it was going to take place, his predictions would sound so absurd that people everyone would laugh him to scorn. The only thing we can be sure of about the future is that it will be absolutely fantastic. So, if what I say now seems to you to be very reasonable, then I will have failed completely. Only if what I tell you appears absolutely unbelievable have we any chance of visualizing the future as it really will happen.” This is a strong message that goes along with a great visual of the future of BMW’s.
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The next two commercials in the series are for the BMW i8 hybrid and the i3 all-electric city car. These commercials have a little different style to them. The commercial for the i8 is called “Sightings” and has people trying to describe what they are seeing.
The last commercial is called “SHHH,” for the i3 car and shows a boy taking his dads car to go on a joyride with a girl but he gets caught. This commercial is a good change up from the “Sightings,” and “Hello Future” commercials. They did a good job in having different themes to all the commercials but they all demonstrate the different characteristics of the cars. Trudy Hardy, vp of marketing for BMW of North America said, “It is a rare and exciting opportunity to launch a new brand for BMW I, one that requires a world stage. We look forward to making a bold statement about the future and sustainable mobility.”
BMW strategically partnered with the Olympics and aired their commercials during the opening ceremonies of the Winter Olympics in Russia. Along with partnering and airing the series commercials during the Olympics, BMW redesigned the two-man bobsled that will be used by Team USA this month.
Nudd, T. (2014, February 7). Ad of the Day: Arthur C. Clarke Introduces BMW i Electric Cars on the Olympics | Adweek. Retrieved February 13, 2014, from http://www.adweek.com/news/advertising-branding/ad-day-arthur-c-clarke-introduces-bmw-i-electric-cars-olympics-155588
Hello Future â�� BMW i8 [Video file]. (2014, February 6). Retrieved from http://www.youtube.com/watch?v=XgxsUiY_n0w
BMW i3 – Be Quiet (Shhh) Commercial [Video file]. (2014, February 8). Retrieved from http://www.youtube.com/watch?v=-QRl98Nz2Ao
Sightings – BMW i8 TV Commercial Ad [Video file]. (2014, February 10). Retrieved from http://www.youtube.com/watch?v=k4SJos_v59k