BMW: Sometimes Electric. Always BMW.
A PHEV is every inch a BMW, so they look, feel and drive exactly as you would expect the ultimate driving machine to. In our latest campaign, each time a BMW PHEV switches from petrol to electric, it glows with pure white light. When it changes back to petrol, the light disappears.
More and more people are considering going electric with their next car purchase, but many are not ready to make the leap to fully electric. That’s why BMW wanted to let drivers know that they offer a full range of Plug-in Hybrid Electric Vehicles (PHEV), which combine a petrol engine and an electric motor to offer the best of both worlds. Our campaign had to cut through, and explain how a BMW PHEV combines the performance of petrol, with the efficiency of electric, in one BMW.
Above all, a BMW PHEV is a BMW. It looks, feels and drives like a BMW – it just happens to seamlessly switch between petrol and electric. This groundbreaking range of cars needed a groundbreaking campaign. In our films, when a BMW PHEV switches from petrol to electric, it glows with pure white light. When it changes back to petrol, the light disappears. In other words, the car is ‘Sometimes electric. Always BMW.’
Achieving this effect in a way that felt realistic was much harder than it looked, and the BMW PHEV shoot included a lot of firsts. A pioneering LED lighting rig was custom built specifically for the campaign, to give a real illumination effect rather than relying on special effects. An anamorphic camera normally used for IMAX movies gave a more cinematic feel. Add in flying drone shots through a working city, and a cameraman on rollerblades who used to skate at the X Games, and you get a sense of the level of craft that went into creating the campaign.