Kicks Off $15 Million Launch of '7 Series' Sedan

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DETROIT ( -- BMW of North America tries the poetic approach for the estimated $15 million launch of its redone "New 7" line.

This fourth-generation version of the automaker's top-of-the-line 7

Watch the new BMW commercial.
Series sedan arrives on national TV with a 60-second spot during the Winter Olympics Opening Ceremonies on NBC. The car comes with a new iDrive system that replaces dozens of controls and includes a keyless start. Publicis Groupe's Fallon, Minneapolis, handles.

Vivid photography
In the spot, the narrator's words follow a new 7 sedan as it travels through vividly photographed territory. The narrator, who is driving the 7, is giving directions to a lost couple.

Fallon also created print executions that will run through April in national magazines and national newspapers.

Print combines beauty shots of the car and free-style poetry to convey what Bruce Bilsten, associate creative director at Fallon, calls "a road trip on a higher level."

Two major campaigns
Jim McDowell, vice president of marketing at BMW, said the 7 launch is one of BMW's two major 2002 ad efforts.

The entire 7 Series' campaign uses BMW's long-standing "Ultimate driving tag," but introduces the car's own theme: "The New 7. A new perspective on driving." The first 7 Series arrived on the scene in 1980.

Last year, BMW sold 13,389 of the sedans vs. 16,619 the prior year, according to Advertising Age sibling Automotive News. Still, BMW overall posted record annual U.S. sales in 2001 of 213,127 vehicles, making it the No. 2 luxury brand behind Toyota Motor Sales USA's Lexus.

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