BMW is a premium brand that is intelligent and speaks to lovers of the cars. As the sponsors for the Sprinkboks, the concept of this advert had to blend together the athletic power of the rugby team and the dynamism of the car with a clever line that talks to the visual.
BMW Generation Next
BMW was voted the Coolest Motor Vehicle brand by the Sunday Times Generation Next Awards 10 times in a row. The challenge and the pleasure in this brief was to make the brand relevant to a younger target market, without losing their cool.