Breaking: Winner & luger

Published on .

It's a race between man and machine -- not surprisingly, with the machine winning -- in a commercial introducing the BMW X5 in the U.K. BMW (GB) Ltd. wanted to tout the X5 as the first four-wheel-drive car that delivers real on-road performance, and the car's four-wheel-drive heritage is a definite asset in the surprise ending from WCRS, London. A silver-clad street-luger darts down a perilous mountain road. Then in the distance appears another object, a jet-black X5. The car ends up passing the luger -- not by motoring alongside him but by using its high 4-by-4 road clearance to pass over him. The luger brakes in surprise as the voice-over says: "The ultimate sports activity vehicle. The new BMW four-wheel-drive X5." Copywriter: Steve Little. Art director: Andy Dibb.
Most Popular
In this article: