BUSINESS ATHLETE: International Marketing Campaign For The New BMW 5 Series Sedan Releases TV Commercial And Online Film Featuring Actor Scott Eastwood.
Running under the slogan BUSINESS ATHLETE, the communications campaign is now entering a decisive stage. The new BMW 5 Series Sedan is about the excitement of unprecedented connectivity and further enhanced driving dynamics, and has everything it needs to take the business class by storm: it is, quite simply, the BUSINESS ATHLETE. Communications focus on innovation, dynamism, business class and driving pleasure, emphasizing them to varying degrees in different markets around the world.
In the TV commercials, which are 30 and 45 seconds long, the BMW 5 Series asserts its strong character, unswerving in the pursuit of its chosen path in life. Both vehicle and driver press ahead relentlessly, with a keen spirit and clear focus. The message of the commercials is complemented by a tag-on introducing the plug-in hybrid BMW 530e iPerformance, and with it the attributes of sustainability and technology.
Scott Eastwood: "I have been a fan of BMW for many years, and it was a great experience working with their creative team on this campaign."
Filmed in and around Los Angeles in the USA, the commercial was created by the award-winning director Alex Feil.
The cooperation with Scott Eastwood has also been extended to cover a series of additional digital short films, including one witty short explaining the new Remote 3D View feature. Other assets will be distributed across online and social media channels channel-specifically.
At the same time, the marketing campaign around the new BMW 5 Series Sedan marks the launch of BMW’s updated CI and of its new imagery, which is designed to highlight fully the aesthetics, dynamism and innovative charisma of the new model. Titles such as “Success isn’t inherited. It has to be earned” and “Built to outperform” underscore the ambitions and aspirations of the business sedan, while innovations such as the Touch Display are presented in additional films.