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November 01, 2005
The new BMW X3: a nightmare

These ads have been created by BDDP & Fils Paris for BMW to promote the BMW X3.

The copy says: Nouveau 4x4 BMW X3. Mixez votre territoires (New 4x4 BMW X3. Mix your territories). But I think the pictures deliver a different message. To me London, Paris and New York rather appear in a scary post-atomic scenario. What do you think?




Comments on this entry

pff. This is the message that brands now have to spread, as pioneered by Nike: in a post-apocalyptic scenario, which is again seeming increasingly likely, this car will by running and letting you have a gay old time - in fact, an even better time than before the apocalypse

Of course, the reality is that your BMW will (a) cause the apocalypse and (b) by an early victim of resource shortages and therefore be one of the first casualties of the apocalypse it is causing.

Posted by: mark at November 1, 2005 04:47 PM


These ads are alright. The art direction is very well done. But the idea behind them is kinda meh!

There was a lot of hype about this campaign and it won awards like crazy. I guess it's becuase of the "unique" visuals that are shown. I guess what they are trying to say is that the X5 can handle New York, and even if NY was bulit on mountains because it's 4x4.

They are nice becuase they are different but the concept behind them has already been done many times. Yes you can drive in rugged terrains.... we get it.

Posted by: Fred at November 1, 2005 10:08 PM


Staten Island never looked so good. The campaign kind of reminds me of the Mini journey campaign that looked like a video game mapping up the tri-state. Beautiful design but the idea is pretty much played out now. I didn't get Paris until I saw the tiny Eiffle tower. As far as the whole apocalyptic scare association, i'm not buying into it.

Posted by: Keith at November 2, 2005 10:11 PM


In my opinion the advertising campaign is quite heroic. Giving opportunity to imagine/drive in fantastic adventurous worlds to its specific target...

Post-apocalypse is a risky context to hold but visuals are powerful to handle it. The suburban subversion to rough adrenaline territories... Conception is parallel to vehicles' performance in risky conditions: dark, mystic, hard environmental conditions; It seems the visual triple is acting the role very well.

I am agree on their high art-direction quality, which makes the concept undoubtedly "unique" in BMW tone of voice...

Posted by: DADA_ist at November 6, 2005 04:41 PM


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