BMW NORTH AMERICA
Ultimate. Driving. Machine.
BMW drives home the message that their cars are anything but ordinary.
Outdoor ads for the Z4 M roadster touted the pure joy of a less practical car.
Wild postings introducing the BMW X3 around New York City set out to shatter driver's preconceptions of what a luxury crossover SUV can be. The first week, posters of images commonly associated with SUV's (boats, busses, boxes, white bread) appeared with an "X" through them. In week 2, posters with a red "3" were placed alongside the first posters, graphically showing what the X3 isn't.
In video, beautiful images and visual effects showed the 7 Series for what it is - often imitated, but never duplicated.