BMW: Rock

Barely driven.

Advertising Agency: Change Communications, Warsaw, Poland
Creative Directors: Jakub Korolczuk, Ryszard Sroka
Art Director: Rafał Ryś
Copywriter: Maciej Klimek
Photographer: Peter Hetzmannseder
Retoucher: Iza Zembrzuska

March 2008


Wordnerd's picture
6692 pencils

??? the stone in the tire or what?

CharlieR's picture
92 pencils


iT-iS-i's picture
1721 pencils

Would've been great if this were for Kia, Chery or maybe skoda. BMW. No.

Add insult to injury then burn the candle at both ends.

:: Put your ears against the ground so i can walk over what you heard::

onestepahead's picture
97 pencils

I think the ad should have said the exact opposit. "Driven but still as good as new' That should be the message for a car like BMW. Somebody having a BMW and didnot drive much... I think thats negative.

fifthbullet's picture
186 pencils

i think they try to show the tyre with stone stuck on tread void,
it happen mostly on new set of tyre due to the tide tread void.
Old set of tyre tend to have wider tread void so the stone is unlikely to stuck on it.

judging from the response i can only say the message wasn't delivered clearly. :)

devon_connax's picture
30 pencils

"driven but still good as new"?
hahahaha worst slogan

Frits Harkema's picture
Frits Harkema
713 pencils

This actually is clever and good. And rare.

justpassingby's picture
1368 pencils

i like these alot and i know what the brief was, do an ad for us but we have no money to shoot so the creatives did a great job with existing car shots to come up with these. they really had to think.

Wordnerd's picture
6692 pencils

well for me, the 'barely driven' idea is total crap when your claim is "sheer driving pleasure'. why is this supposed to be clever? is there something even more subtle hidden in those ads?

onestepahead's picture
97 pencils

can you explain why is this clever and good?? And rare... now thats what you call going overboard.
'Barely driven" could be USP for a neighbourhood resellerm, because he doesnot have anything to value add to his commodity.
But for BMW, it has to be more than just 'BArely driven".

Frits Harkema's picture
Frits Harkema
713 pencils

Well, it's hard to explain something like appreciation for an ad. But ok, I am going to try. I can tell you why they are rare.
They images are not constructed, no Photoshop extravaganza, not made by illustrators on acid, not based on word play, not located on a desert island, involving Swiss army knives or ostriches that can fly. Nor are they shot by expensive famous photographers and then retouched for four days. They look real and could be real. In that way they are different from 99% of the print ads.
It’s a gigantic pack shot just like any client wants with a very clever bonus. They contain just a subtle hint that the car has been driven. That is why I like it. One comment I must agree on: if your claim is driving pleasure, why haven’t they been driven to the max? But ok, that’s a flaw I would be willing to oversee. Unfortunately, they are to reminiscent of the Audi campaign.

Heads's picture
194 pencils


David Hasselblad's picture
David Hasselblad
120 pencils

Barely driven. A pebble in the tyre. OK so it's barely driven. Just so much that there's a pebble in the tyre. But otherwise as new. Got it. Now where's the funny?

Kateter's picture
2029 pencils

the whole campaign.

silenciorn's picture
153 pencils

now, this is better...

si fai il mio nome, non ci sono più...

bootchec's picture
34 pencils

Why polish ad in english...again.
Fun missed by a mile.

ronstr's picture
140 pencils

can't believe this. It's also a rip off from the Audi used cars concept, but that was clever done. (headline: we have to leave some evidence that it was used)

Guest's picture

BMW Used Cars. Barely Driven.

The only thing about this car that tells you that it was on a road before is the stone... Get it now?

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