Agency Network: 
January 2010

Print advertisment created by Cundari, Canada for BMW, within the category: Automotive.

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 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

Comments (12)

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boom's picture
Activity Score 160

nice idea.

alexander_bickov's picture
Activity Score 3279

Lovely idea

thedesignaddict's picture
Activity Score 5403

This is a good idea. Nice execution.


bubblestheclownfish's picture
Activity Score 614

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
Activity Score 2374

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
Activity Score 328


esia's picture
Activity Score 239

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

Let’s do something great together.

dsklan's picture
Activity Score 1926

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

Viranica's picture
Activity Score 230

i just love it

rolling.stone's picture
Activity Score 2741

cute idea


~ Quite obviously, I have gathered no moss ! ~

Guest's picture

great work

CarmanDelarossi's picture
Activity Score 6

Andrew Bernardi does it again!

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