BMW has long been synonymous with luxury, performance, and innovation in the automotive world, and their advertising campaigns have played a significant role in solidifying this reputation. From the iconic “Ultimate Driving Machine” slogan to groundbreaking commercials that push the boundaries of creativity, BMW has consistently set the bar high for automotive advertising.
In this article, we look at some of BMW’s most memorable ads, exploring their themes, messaging, and impact on both the brand and the industry as a whole.
What is the anatomy of a good ad?
Ever wonder what is the anatomy of a good ad? What makes an ad good or bad?
Typically, ads include:
👉 Product shot?
👉 Lifestyle shot?
👉 Feats and bennies?
👉 Pricing?
👉 Promotional offer?
👉 CTA?
But, are all of these essential?
Let’s look at 4 different styles of BMW Manufacturing Co., LLC ads:
🚗 Ad style 1 - Product Features and Benefits
Whether it’s a car, or software, or some gizmo, a lot of companies use this ad style. They show a still shot of their product and list all the main feats and bennies. Often there is a price (only $xxx after rebate), a promotional offer (sales event), and a CTA (act now). They are essentially saying: here’s the thing we’re selling, this is what it does or comes with, here’s how much it costs.
The Problem
The problem with this ad style is that it commoditizes your product. It’s sending a message to the consumer that your product is nothing more than the sum of the features and benefits, and that’s how you should compare it with competitors. It says nothing about the importance of brand.
🚗 Ad style 2 - Action
In this style of ad, we’ve moved away from the features and benefits and are showing the product in a highly produced, over-stylized way. There is often minimal text as the product is the main focus.
The Problem
The problem with this style of ad is that it’s unnatural and borderlines stock photography. It’s not really showing an authentic experience. If it does, it more shows how other people may perceive you with this product and not how you will feel using it, or how it may fit into your lifestyle. So it’s hard to see ourselves in this style of ad.
🚗 Ad style 3 - Lifestyle or Experience
This style of ad brings the consumer more into the realm of how they will feel using it, or how it may fit into their lifestyle. We’ve moved away from talking about features and benefits, or artificial action shots / stock photography, and are showing the product in a more natural way, from the consumer’s POV. It tells more of a story, especially if you have children. The comfort, capacity, and safety are being sold without explicitly mentioning them.
The Problem
The problem with this ad style (there are many different versions other than the one I showed) is that it hyper focuses on one part of the product and may be too narrowly focused for a broad audience. Case in point, the example I used may not appeal to people who don’t have children. The photography can also appear staged and unnatural like a stock image.
🚗 Ad style 4 - Collage
The style of ad is a mash up of all three. It packs a lot of visual and textual information in a small space. It forces the reader to sit with the ad longer as they take in all the details. It tells a story, it shows lifestyle shots, talks about the different features and benefits, and highlights many different parts. Due to the creative freedom, you have more leeway to introduce branding elements.
The Problem
The problem with this ad style is that it’s like throwing spaghetti at the wall. Some may say it’s too busy.
Which one do you like the best?
Consider the aforementioned ad styles, what categories do you think the following ads fall under, or are they in a category of their own?
A Paradox in Advertising: Land Rover Defender
Marketers (including me) often make a fuss about the value of copywriting, storytelling marketing, outcome-based marketing (aka JTBD), selling the experience, show don’t tell…
Then Land Rover comes along with an ad that breaks all those rules.
Their ad just shows the product along with one word (the model name), and that’s seemingly enough to create desire / demand.
How do we reconcile this apparent paradox?
👉 1. It works because Defender already has a loyal fanbase. So one word is enough. I suspect this tactic could work for other things as well like 501s, McRib, Submariner…
👉 2. It works because autos are complex and expensive. People aren’t seeing an ad and clicking “buy now”. It’s a process.
It’s important to note, this is an awareness ad designed to draw you in and create interest. The website, materials, showroom, test drive, sales rep… are what will actually sell it. This is not their only ad creative, just one in isolation. For all we know, it could fail horribly and they turn it off next week.
👉 3. It works because often people first develop an emotional connection with their heart, then try to justify it with their head. The vehicle looks stunning, which is designed to attract you on an emotional level. You can imagine it sitting in your driveway, you can imagine driving it, you can imagine being the envy of your friends and neighbours…
As they say, a picture is worth a thousand words.
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