It's the Olympics next year, and let's face it - every marketing department wants a piece of it. You can't really blame them I suppose as it's going to be watched by billions worldwide, and any positive emotions it generates might just rub off on your product (even if your product is a fat-filled burger or a chocolate bar crammed full with a glass and a half of monosodium glutamate).
BMW are no different. They've spent a great deal on securing the prestigious position of Official Supporter of London 2012 (or something) and so they wanted everyone to know about it.
That's where we came in. We had to tie in an event which celebrates the amazing feats a supremely trained human body is capable of with a company who makes cars. Cars you sit on your arse to drive around in. Often just to the shops down the road. Added to this, every headline had to include the word 'Joy' which formed the basis of the current global campaign for BMW. Oh, and we had to have a car in every one too.
You see the difficulty?
Anyway, we decided to concentrate on the similarities between the athletes and the technology/design behind each car, and as such across the whole range in general. We think we did this pretty well in the end.
You can see them by clicking on the folio to your right, or here.
The ads were shot by Rick Guest and the images will be dotted about the Olympic park if you are lucky enough to get a ticket to the big event next year.
We haven't got any. Just saying, like...
