BMW: You're Not The First
mediterranean — July 17, 2008 — Autos
References: adsoftheworld
Let’s be realistic: getting a BMW for a good price is like scoring with a beautiful woman, “You know you’re not the first.” But hey, not everyone is lucky to get first dibs on something so gorgeous. I am referring to the car of course. Focus your dirty mind!
Although the June 2008 ad is a bit unorthodox (remember, they are trying to sell you a used car!), I think it is wicked funny and I love its sarcastic tone. Kudos to BBDO Athens. The team includes creative director Theodossis Papanikolaou, art director David Kaneen, and a very sharp copy by Daphne Patrikiou.
In order to see how refreshing this ad is, let’s have a look at a very boring used BMW car campaign by Change Communications in Warsaw, Poland. The March 2008 campaign promotes that the cars are, “Barely driven” with the use of seemingly new BMW cars in the ads. One car had a little stone stuck to the wheel, another had a tiny splash of mud, while the third had a little bug stuck near the headlights. Ummm.... so that’s how good these used BMW cars are.
The uninspired campaign is the work of creative directors Jakub Korolczuk, Ryszard Sroka, art director Rafał Ryś, copywriter Maciej Klimek, and photographer Peter Hetzmannseder.
If we combine the copies from both campaigns, we get something like: You’re not the first, but it’s barely driven…
Although the June 2008 ad is a bit unorthodox (remember, they are trying to sell you a used car!), I think it is wicked funny and I love its sarcastic tone. Kudos to BBDO Athens. The team includes creative director Theodossis Papanikolaou, art director David Kaneen, and a very sharp copy by Daphne Patrikiou.
In order to see how refreshing this ad is, let’s have a look at a very boring used BMW car campaign by Change Communications in Warsaw, Poland. The March 2008 campaign promotes that the cars are, “Barely driven” with the use of seemingly new BMW cars in the ads. One car had a little stone stuck to the wheel, another had a tiny splash of mud, while the third had a little bug stuck near the headlights. Ummm.... so that’s how good these used BMW cars are.
The uninspired campaign is the work of creative directors Jakub Korolczuk, Ryszard Sroka, art director Rafał Ryś, copywriter Maciej Klimek, and photographer Peter Hetzmannseder.
If we combine the copies from both campaigns, we get something like: You’re not the first, but it’s barely driven…
Trend Themes
1. Sarcastic Advertising - The use of sarcastic advertising in the automobile industry can create a refreshing and innovative approach to selling used cars.
2. Unconventional Car Ads - Unconventional car ads that go against the usual boring approach can be an opportunity for disruptive innovation in the automobile industry.
3. Humorous Marketing Campaigns - Humorous marketing campaigns can be an effective way to generate interest and sell used cars, especially in the automobile industry.
Industry Implications
1. Automobile Industry - The automobile industry can benefit from using creative and unconventional advertising to sell used cars.
2. Marketing and Advertising Industry - The marketing and advertising industry can take advantage of the trend towards humorous and sarcastic ads in the automobile industry to create disruptive campaigns.
3. Online Marketplaces - Online marketplaces can incorporate humorous and sarcastic advertising in their platform to differentiate themselves and attract customers looking to buy or sell used cars.
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