BMW Germany’s campaign for their factory approved “pre-owned” cars.
June 3rd, 2010 by John Follis
Great or terrible? And, how will this play to women? Comment below …
Posted in Advertising, Humor, pop culture, Viral Marketing | 43 comments
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Harrison Tonne:
June 4th, 2010 at 1:28 pm
Pretty risky, but I think what BMW goes for in most of their advertising is edgy. This is because they know that their target demographic is mostly men who like to drive fast. Therefore this might not be too bad.
They had to weigh out their pros and cons -
PROs – men will definitely take a look at this ad (maybe twice, or for a long time…) they will think it’s funny and it appeals to the edgy mindset of a BMW customer. This all boosts how their demographic sees their brand.
CONs – Some women and people with high moral standards will now hate the BWM brand.
Danny Drexler:
June 4th, 2010 at 1:36 pm
Hey John, is that a real ad or a spec ad from someone’s portfolio? I like the ad and it rings true to me and I quickly get the point. I’m not a woman so I can’t speak for them but I would venture to say confident woman will be fine with it. But then again you target men with it and place the ad in Maxim and those kinds of pubs and it’s a non issue.
Howard Adam Levy:
June 4th, 2010 at 1:44 pm
Terrible. When will Madison Avenue stop using sex to sell things? It’s truly amazing that they get away with this shit. No wonder advertising has one of the lowest levels of respect of all professions. Get serious and stop bebasing people. It’s a crime how much time, money and talent goes into making people feel inadequate in order to sell something, when it could go into solving some of our social problems and creating value, insight, and trust among people instead of nurturing a self-centered, materialistic society.
John Follis:
June 4th, 2010 at 1:47 pm
I does look like an edgy spec ad but then, Germany is probably more relaxed about these things. I agree 100% about the media buy. It has to be from a men’s publication like a Maxim. Then it works really well. Otherwise, not so much.
Howard Adam Levy:
June 4th, 2010 at 1:49 pm
How many more women will feel inadequate because of this ad? How many more decent women will not get dates because of this ad? How many more beautiful women will get dated raped because of this ad? How many more men will feel less adequate with their wives or girlfriends as a result of this ad. Plus, the model doesn’t even look like she’s of legal age. Good going guys.
Harrison Tonne:
June 4th, 2010 at 2:00 pm
Location is a key, whatever they don’t see doesn’t hurt them
Mark:
June 4th, 2010 at 2:03 pm
Cheap. Tired. Old. And insulting on many levels, including everyone’s intelligence.
So this is breakthrough?
Marc Horowitz:
June 4th, 2010 at 2:16 pm
John:
This looks great. I agree that the Germans, and probably most Europeans wouldn’t think twice about it. As far as Americans are concerned, your audience is primarily male, and if placed in teh more edgy magazines it should be a hit. I would also tend to think that women reading the more edgy publications woudl be fine with it as well.
Marc
John Follis:
June 4th, 2010 at 2:35 pm
I agree about being consistent with the brand and clear about the target audience. That’s why this would have to run in a Maxim or Men’s Health. I think the agency is also counting on the Buzz factor and the extra mileage they hope to get, and probably will, via social media … like this.
Chris Moore:
June 4th, 2010 at 2:51 pm
It should be embarrassing that professionals in our field are having this discussion.
John Follis:
June 4th, 2010 at 3:03 pm
Thanks for your comments. You make some good points. BTW, you may find it interesting that it was not one of my ad buddies who turned me on to this ad. But rather an Orthodox Jewish, female acquaintance. She said, “I thought you’d appreciate it.
“
Howard Adam Levy:
June 4th, 2010 at 3:45 pm
This is an ad for a used car and it is so connected to sex, and no one seems to care. Meanwhile, look at the lack of equality for women 40 years past women entering the workforce. It’s really embarrassing – it’s not embarrassing – it’s a crime.
It’s a crime how many products targeted to men resort to sex to sell their products – particularly beer and alcohol. Look at the consequences – binge drinking and date rape is a huge problem on college campuses. We now live in a society where it is acceptable to post videos of college guys raping passed out women.
It’s a not an inconsequential side effect of advertising – it’s caused by it. And the advertisers take no responsibility.
If you work on the other side of the fence – for the nonprofits that are trying to repair some of the massive damage wreaked by corporations, it’s not something you take lightly. I hope people in advertising read this and wake up and take some responsibility for their actions. Individual ads like this one, and the collective power of advertising can be very corrupting.
Here are some statistics.
-> According to the U.S. Department of Justice, somewhere in America, a woman is raped every 2 minutes.
-> In 1995, 354,670 women were the victims of a rape or sexual assault. (NationalCrime Victimization Survey. Bureau of Justice Statistics, U.S. Department of Justice, 1996.)
-> The FBI estimates that 72 of every 100,000 females in the United States wereraped last year. (Federal Bureau of Investigation, Uniform Crime Statistics, 1996.)
-> Approximately 28% of victims are raped by husbands or boyfriends, 35% by acquaintances, and 5% by other relatives. (Violence against Women, Bureau of Justice Statistics, U.S. Dept. of Justice, 1994)
Do you really think that we should continue with the objectification of women in advertising?
Dana:
June 4th, 2010 at 3:58 pm
Imagine if Toyota did this now. Wouldn’t everyone see through it? If this girl had been wearing anything, I’m sure we’d see through it too. But clearly the naked girl in a Toyota ad would be an attempt to distract you from the fact that the product is inferior/defective. If this were some cheesy-ass brand with nothing to lose, okay, fine. Use the pretty girl with bedroom eyes. But this is BMW. Rolls Royce would never do this. It cheapens the brand, I think. I’m not a professional in the ad industry, though. Y’all know (or at least have educated guesses about) what’ll sell. I’m sure this’ll sell some visits to dealerships. The girl in the ad doesn’t look old enough to vote. Makes you wonder what BMW stands for. Badly Made Wheels (in which it’s) Best to Molest Women? I’m sure y’all can think of some that are better…but offhand, this doesn’t make me think BMW’s any good.
Steve Penchina:
June 4th, 2010 at 4:20 pm
KILLER AD, KILLER POSITIONING, KILLER GIRL.
Ronnie Ann Ryan:
June 5th, 2010 at 7:02 am
Wow – great comments! While I’m not a militant feminist and I am a confident woman, I found the ad – insulting at best. Perhaps if the girl stating that you wouldn’t be first was older than…14, maybe if she was 25, it wouldn’t be so tasteless…
It certainly is clever, hits the target and depends on the publication for its effectiveness. But, when I think of all the women I know who are 40+, driving BMWs, I would say BMW is going to take an image hit.
Perhaps BMW decision makers need less testosterone in the board room and more estrogen to balance out management brain chemistry – or maybe just a couple of cold showers…
John Follis:
June 5th, 2010 at 9:42 am
On a broad level this ad could be offensive …but, I suspect, probably to those who aren’t BMW-type prospects, for the most part. In a men’s pub like Maxim it’s a different story.
Yes, it’s using sex. Yes, the women/girl is young. Yes, she’s saying she’s not a virgin. Yes, Europeans are less conservative about this stuff than Americans. And, yes, it’s probably creating some great buzz which is exactly what BMW hoped for.
Stephanie Benedetto:
June 5th, 2010 at 12:57 pm
Easy way out, they can do better. I understand the message but honestly I think it’s a cheap and not creative and truly targets young women (20′s) whose morals and ethics are different from a more mature woman of 35+ yrs. It only sells sex. If you remove the BMW logo you can sell condoms, birth control or anything else.
I know there is smart creative way to target women buyers for BMW; this is a cheap and truly not creative. One would think BMW would target women 35yrs+ (maybe 30yrs) because you need earning power to actually afford a BMW and this woman is probably 21 or younger. Suggestion: Make women feel smart and in control of their lives and destiny — they can travel far with a BMW car — accomplish anything life has to offer. Make it into a goal, etc. This type of message is also strong for the 20 something’s, to give them some sort of role model.
Tony Stanol:
June 5th, 2010 at 1:30 pm
Unquestionably sexist. That said, it talked to me as a certified pre-owned BMW owner (loaded 2008 535i = awesome car). Will I think of this girl next time I accelerate from 0-60 in 5.4 seconds onto the 405 Freeway? Maybe I will. Maybe I will.
John Follis:
June 5th, 2010 at 5:58 pm
Thanks for sharing … you sexist pig
Roseanne:
June 6th, 2010 at 9:53 am
Sexist? How about just plain dumb. And if it works, would I then be the dumb one?
If I’m BMW, I guess so. But I think advertising gives us an opportunity to change a perception, and this ad just plays into old, tired thinking. BMW doesn’t have to do this, it has a great automobile. Or maybe it’s not so great. Makes me wonder.
Roseanne:
June 6th, 2010 at 9:53 am
Sexist? How about just plain dumb. And if it works, would I be the dumb one?
If I’m BMW, I guess so. But I think advertising gives us an opportunity to change a perception, and this ad just plays into old, tired thinking. BMW doesn’t have to do this, it has a great automobile. Or maybe it’s not so great. Makes me wonder.
Elli Strauss:
June 7th, 2010 at 4:37 pm
My first reaction – I didn’t know whether to laugh or cry. It’s certainly an attention-getter. It’s been a while since I’ve seen beautifully executed print work of this quality.
I’m not a raging feminist and having worked in European advertising for so long, I’m not generally offended by the use of sex in advertising if it’s done intelligently and with some self-irony. We did a very successful film for Jaguar many years ago that was initially conceived as a brand vehicle, and was direct in its message “better than sex”. But this seems dated. and somehow jaded. It somehow reminds me of ads of this type that I saw in Germany in the 80′s.
I appreciate the fact that it’s in line with the edgy approach BMW has been using for years. It’s definitely spot on for their macho male target group, and as per some previous comments, could be effective in an appropriate environment. (Also corroborated by previous comments).
My take – I don’t like it – somehow it makes me squirm – but can see its value.
John Follis:
June 7th, 2010 at 4:43 pm
Really thoughtful comment, Ellie.
L Carbone:
June 7th, 2010 at 9:27 pm
Seems a bit desperate to me.
Mike Butler:
June 8th, 2010 at 3:20 pm
Howard needs to cut back on the caffeine. How many women are going to get raped as a result of this ad? Puh-leeeze! Or not get a date? (rolling eyes)
When is MadAve going to stop using sex to sell? Approximately the twelfth of never.
That said, I find the ad a lame match for the brand essence of the product, at least in the American market (I know the European taste in advertising differs)…even if used only in publications like Maxim or FHM. I don’t see the BMW customer as one to make car-buying decisions based on some hot young lady suggestively alluding to other men she’s fooled around with. Years ago, I bought a BMW (new, not CPO) because they said it was “the ultimate driving machine,” with nary a Playboy Bunny anywhere in evidence. More recently I bought a CPO Mercedes-Benz, first because it was a M-B, and significantly because of the CPO warranty. Again, no nubile nymphets in the appeal.
The likelihood of men in the BMW demographic (35+) thinking about whether a prospective dating partner is a virgin is too preposterous to consider, but what the heck do I know about marketing cars? My latest execution is a cigar ad narrated by an actual Playmate of the Month®.
John Follis:
June 13th, 2010 at 4:11 pm
Re: “Cigar ad narrated by an actual Playmate of the Month®.”
Seriously?
Jamie:
November 1st, 2010 at 11:24 pm
Too suggestive of child porno for my comfort.
Diane Robinson:
November 16th, 2010 at 6:08 pm
BMW does not do something without thought. I am female, I drive with the best of men and if that is what it takes to get what I want, I say go for it. Doesn’t affect my self esteem, who I am, or how people who know me feel about me. Time people become a little less puritanical and start to see the humour in things. Stop being so serious people.
John Follis:
November 17th, 2010 at 3:36 am
Thanks, Diane!
John Cat:
December 12th, 2010 at 6:26 pm
It seems that this ad first appeared in 2008, so this is old news. also it was made by a Greek advertising firm on spec for the Greek market – never used and not commissioned by BMW, they turned it down.
So while it has got the brand some publicity, it has got them unwarranted criticism as well. The model was apparently over 18, although i can’t confirm this as I don’t know her name
John Follis:
December 12th, 2010 at 6:49 pm
Interesting insight. Thanks.
Megan:
August 22nd, 2011 at 11:30 am
Regardless of whether this model is over 18, she is obviously supposed to look like she’s not. Otherwise they’d have chosen a model who looked like an adult and not a little girl. The trend of sexualizing little girls is not edgy. It’s perverse, and has nothing to do with offending “insecure” women. Do you really want men getting erections while looking at your ten year old daughter? Well that’s what BMW wants to do with this ad. Sex sells. Especially the seemingly illegal kind.
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December 9th, 2011 at 7:34 pm
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Dave Kersting:
January 18th, 2012 at 12:18 am
We who live above the value expressed in this ad might resent BMW for their honesty, or admire them for so neatly insulting the other 99%, even while exploiting the shallowness that makes people need BMWs in the first place. The ad will play wonderfully to sooo many women – who play around as much as they please and still hope to be considered “brides” by some BMW-owner, when they decide it’s time to have a house and kids. If the ad was never used, it’s because BMW decided that this much honesty was too much.
Cagayan Cars:
April 29th, 2012 at 6:35 am
I had to refresh the page times to view this page for some reason, however, the information and comments here are worth the wait.
Bob Leonard:
May 9th, 2012 at 6:12 pm
Excuse me but if this was an ad running in Germany, wouldn’t it be in, uh, German? I smell a fake. Get back to work, everyone!
Scott Sumner:
June 8th, 2012 at 3:24 pm
Uh…yeah, I sure as hell do care. STD test anyone? Water damage?
And, ps, I would be quite surprised if this is legit. I agree with Bob Leonard.
Tony H.:
July 18th, 2012 at 4:25 am
This looks like a scam ad. BMW is actually a very conservative brand. It’s 51% family owned. Possibly one of the only independent, major car brand left in the world. It’s hard for me to believe BMW, Germany or any other markets, would run this.
Megan B:
September 5th, 2012 at 11:11 pm
Any woman with a good sense of humor will find this ad hilarious and clever. I love it
Now they just need a version with a hot guy and an innuendo related to a stick shift.
John Follis:
September 6th, 2012 at 9:18 am
LOL I agree!
Jason:
February 27th, 2013 at 11:39 am
This is great.
Who says its about sex and not about being that girls second true love
?
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