BMW: Mad Men

Forget the diesels of yesteryear. The days of dirty emissions, poor performance and noisy engines have gone the way of the beehive. Introducing the diesels of the future — the powerfully efficient 3 Series and X5 Advanced Diesel vehicles. These next-generation diesels produce 20% fewer emissions and get up to 580 miles on a single tank without sacrificing an ounce of thrill. This is diesel reinvented. Experience Advanced Diesel at bmwusa.com

Despite the dramatic innovations in diesel technology, America’s perceptions of diesel is still stuck in the 1960’s. To play off of this antiquated view, BMW partnered with Mad Men and Vanity Fair to create a 5 page pictorial as part of the automaker’s Advanced Diesel initiative. Shot on the Mad Men set and collaborating with the show’s stylists and art director, BMW placed a 2009 335d Advanced Diesel in the center of 1960’s Madison Avenue to juxtapose diesel’s perception with reality. The pictorial fold-out precedes Vanity Fair’s Mad Men article shot by Annie Leibovitz in this month’s Style Issue.

Advertisng Agency: GSD&M Idea City, USA
Group Creative Director: Jay Russell
Associate Creative Director / Art Director: Scott Brewer
Associate Creative Director / Copywriter: Ryan Carroll
Photographer: Anton Watts
Art Buyer: Shannon McMillan
Digital Artist: Midas Retouching, London
Published: August 2009

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14 comments

Guest's picture
Guest

Muy Bueno. Beautifully shot.

Grace Bastien's picture
Grace Bastien

BMW put up a horrible bill board in Melbourne as part of the "Joy is Efficient and Dynamic" campaign. Looked like it was slapped together without any thought. This is a step in the right direction, although it is still has a very sterile feel to it, and not in a 'efficient and dynamic' way.
Not a big fan of BMW... do you think I might be biased? he he

I would have gone in a different direction to change perceptions of diesel... maybe somehow linking the dirty progression of industry to the efficiency of diesel today.... timelines aren't new, but done correctly it would stir emotion while still keeping BMW's clean, soulless, sterile image.

Guest's picture
Guest

This is a tatical ad to coincide with the spread by Annie Leibovitz, works for me. Check out the Vanity Fair article by Bruce Handy.

vurtomatic's picture
vurtomatic
364 pencils

Read the small print under the ad. It's a tatical ad preceding Annie Leibovitz's shoot for Vanity Fair. Works for me.

Muhammad Imran's picture
Muhammad Imran
614 pencils

I'm not impress by using white car but it doesn't mean its not working, some how if i done this job I could use any nice color instead of white, right now white isn't seems a part of the over all picture and that is for sure!!!

alexander_bickov's picture
alexander_bickov
3279 pencils

Nice

Grace Bastien's picture
Grace Bastien

Annie Leibovitz's work is beautiful, but the concept still doesn't work for me...
Will check out the article all the same, might make more sense after that.

vurtomatic's picture
vurtomatic
364 pencils

... the point is, this ad was placed because of the Mad Men article and shoot. Mad Men and BMW make a tenuous link, hence the 'forget the diesel of the yesteryear' in the copy. It's not making any reference to Mad Men, it's saying the technology is today, but people's view diesel is outmoded. It is perhaps forced, because of the editorial tie-in.

Guest's picture
Guest

think it's really well done. amazing photography. it's a fun tie-in to the show.

Guest's picture
Guest

I'm sucker for anything having to do with Mad Men, and I bet that's what BMW was banking on. They sponsored limited commercials for the season premiere.

http://www.promovideochannel.com

Guest's picture
Guest

Beautiful.

Grace Bastien's picture
Grace Bastien

Well... good luck to them.... good word. Tenuous.
I understand the whole marketing by association concept, but this doesn't work for me.
The link is pretty weak.... just my opinion!

Grace Bastien's picture
Grace Bastien

Question to those in the industry... with this kind of advertising does there have to be a strong link/story for the ad to be effective? In dollar terms...?

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