See the Spot

BMW Changes Gears with New Campaign from KBS&P

First Work from MDC Shop Focuses on Driving Performance Over Love of the Cars

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BMW North America named KBS&P its lead creative agency this summer, and this weekend will mark the launch of new BMW brand advertising from the MDC Partners shop.

KBS&P replaced Omnicom Group's GSD&M in Austin, Texas, which had handled the account for five years. While GSD&M's approach was more about emphasizing the relationship between BMW enthusiasts and their cars -- you can see GSD&M's swan song here, a group of short films dubbed "Unscripted" -- the new approach marks a return to showing off the performance of the vehicles. "We only make one thing, the ultimate driving machine," says the voiceover in the spot, referring to the company's established tagline.

It's the first of a barrage of ads we'll see from the carmaker this year. The spot above, which features a range of models, will air six times on Saturday alone on NBC Football games, and next month BMW is launching a major campaign to promote its new 3 Series. The stepped-up advertising comes as analysts are predicting that the BMW brand may have outsold Daimler AG's Mercedes-Benz last month, an achievement that would make BMW the top-selling luxury brand in 2011.

What do you think of the new, more aggressive approach? Tell us in the comments.

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