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.

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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.


FCB Inferno

FCB Inferno is one of London’s leading advertising agencies, and part of global advertising network FCB. The network dates back to 1873, and now has 9000 employees in 90 countries, with 120 at FCB Inferno. The agency’s clients sit across industry sectors and currently include Sport England, BMW, Huawei, AB InBev, Kimberly Clark, the Home Office and the Premier League. FCB Inferno was voted Agency of the Year at the inaugural Campaigns for Good awards. Over the past 4 years we have been recognised at Cannes International Festival of Creativity in categories including Film, Social and Influencer, Mobile, Digital Craft and Brand experience. We received two Grand Prix awards in 2015 and 2016 and were the second most awarded European agency - and eighth in the world - at the festival in 2019.

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