BMW Canada created a bit of online conjecture recently over a recent spot showing its new M4 skidding around a racetrack located on top of an aircraft carrier. Not surprisingly, given the distinct lack of racetrack-enabled aircraft carriers in the world, it was accused of being fake. But no-one seems to care whether it is or not, because it’s been viewed nearly five million times online. And now New Zealanders are getting a taste of it for the local launch.
“BMW Canada, in conjunction with a number of BMW markets around the world, commissioned the production of the clip [it was made by Cundari],” says BMW New Zealand’s managing director Nina Englert. “This is the type of expressive clip which captures the essence of BMW M and what our new M3 and M4 are all about: power, performance, agility and control.”
The clip of the Ultimate Racetrack will be used to complement the local BMW campaign for the launch of the new model in New Zealand, which will include 15 second teasers on television, online, social as well as outdoor and direct mail.
There’s no doubt the team behind it have done a bloody good job making it look real and creating some serious arse-clenching/mouth puckering among viewers. But when asked if BMW NZ would ruin everything and tell us whether it’s fake, we were pointed in the direction of Englert’s “expertly worded quote”.
“Regardless of whether people choose to believe the footage or not, one thing is for certain—the performance of the all-new M4 truly takes your breath away.”
Andrew Simon, chief creative officer at Cundari, told Adweek: “We know there is debate and we encourage that. One thing that is for sure is that the M4’s dynamic performance on the Ultimate Racetrack is thrilling viewers all around the world and for that, we’re thrilled!”
BMW Canada was also behind a clip from three years ago to launch the BMW 1M Coupe that generated 4.8 million views on YouTube.
We trust the follow-up campaign will take the next logical step and launch a vehicle off an aircraft carrier like Citroen did in the ’80s.