BMW Financial Services: Scent

Joy is an exciting new fragrance from BMW.
Joy is the scent of a new BMW. To make your dream BMW a reality, visit your BMW retailer or www.bmwfinance.ca and explore all of your leasing and financing options today. BMW Financial Services

Advertising Agency: Cundari, Toronto, Canada
Chief Creative Officer: Brent Choi
Creative Director: Andy Manson
Head of Art: Andy McKay
Art Director: Andrew Bernardi
ACD/Copywriter: Cory Eisentraut
Retoucher: Warren Hardy
Production: Georgettte Iordanous, Cecily Lo
Account Service: Serene Fattouh, Rex Yulo
Studio: Berry Rao, Tricia Lawson
Published: January 2010

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12 comments

boom's picture
boom
106 pencils

nice idea.

alexander_bickov's picture
alexander_bickov
3279 pencils

Lovely idea

thedesignaddict's picture
thedesignaddict
5202 pencils

This is a good idea. Nice execution.

Photographer?

bubblestheclownfish's picture
bubblestheclownfish
599 pencils

Interesting idea, but it applies to ALL cars that have leather, plastic and foam. BMW doesn't hasn't cornered the market on smells ;-)

Sell me on the mechanics, sell me on the handling... but it's hard to justify paying a 20-30% premium for a BMW _just_ to get that "new car smell". Another example of a CD having an idea in his/her head for years, waiting for a client to try it out on.

xcreativity's picture
xcreativity
2374 pencils

I like it. I like the use of fragrance/joy in this context. Good execution and also good photography.

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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anHiiieeta's picture
anHiiieeta
328 pencils

woahhhhhhhhhwowwww

esia's picture
esia
239 pencils

Sorry to say but done. Some years ago for a mercedes ad. Parfum for "real" drivers, the smell of petrol.
Even better than this.

dsklan's picture
dsklan
1927 pencils

i hate all theses testimonials in the new bmw campaign...
i wants to see a car, not these stereotype faces!!!

Viranica's picture
Viranica
230 pencils

i just love it

AV

rolling.stone's picture
rolling.stone
2740 pencils

cute idea

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Guest's picture
Guest

great work

CarmanDelarossi's picture
CarmanDelarossi
6 pencils

Andrew Bernardi does it again!

Should have used a hotter babe. This one is only so-so.

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