Comparison of a Good and Bad BMW 5 Series Print Ad

Welcome. This will be the first of many blog entries spanning over the next two years, there may even be a fine thread that tie them all together.

So, to get off the starting grid I have taken the easy route: To rip apart a print ad for the new BMW 5 Series taken out of the November 2010 edition of Men’s Health. Firstly I will take you on a short ride through my perceptions of the current state of Car advertising in our status oriented nation and a “style war” between Audi and BMW.

The first time I saw the new Audi S5 Arrogantly pierce my vision from behind I fell in love and thought that I better get into advertising fast, as in yesterday. I see myself comfortably staring down a Toyota with my futuristic lights and beautifully styled front grill.  It is so beautifully styled that every time it goes past it seems to say something different, as if it has taken on a multi-dimensional personality.

The New BMW 3 Series seems to have a completely different sort of confidence, it's alot more refined and is a natural continuation from the previous 3 series. Both cars are equally mesmerising, they seem to take on human characteristics and evoke strong emotional responses in me.  

Unfortunately we will now have to have a look at a piece of advertising for BMW. Even more reason for me to become a copywriter, as in last year November.

The headline is: BEAUTIFULLY ADVANCED. The first line of copy is: The epitome of aesthetic perfection, cutting-edge efficiency and exhilarating performance…The rest is an announcement of some of the new features.

Why bother telling me something I already know? The car has already captured my attention on the road and it makes me want to cry myself to sleep when I have to lay my eyes on such a sad piece of advertising. What in the name of sweet baby Jesus has happened to BMW? Atleast the car itself allows me to use my imagination.

Maybe I shouldn’t attack BMW without putting all the other car manufactures on the chopping board. This is a trend that has spread like an oil spill across main road during rush hour. We’ve heard it all before: The economic climate, poor consumer confidence, a major slump in car sales. Shouldn’t this be even more reason to tap into consumer imagination and desire? BMW and other major car brands must all be sitting around the same boardroom table with their balls left in a jar outside. I do understand that the new BMW 5 Series speaks for itself and the brief could state that the Ad just needs to highlight the beautifully advanced features of the car.

Now that was the easy part. It’s very easy to tear apart a bad ad, but can I write a better one? BMW obviously have a very finely tuned strategy and I don’t see them doing anything other than what they know will boost sales. But is this what advertising has come to? Is that all it’s about? What about long term brand equity? What about engaging the imagination? There is no theme running through BMW’s advertising anymore. I was at the cinema recently watching a film in 3D. Repeat: 3D. BMW showed an Ad for one of their new off-road vehicles and it was riding around my head in 3D a few times with some catchy music and that was it. They could have taken me on a virtual journey into the unknown but they didn’t.

Brands are not going to last in the consumers minds if they are not being engaged on an emotional level.