BMW and Serviceplan unveil new 8 luxury flag bearer

The UK’s Advertising Standards Authority (ASA) will have heart failure over this one. They recently banned an ad for the Nissan Micra – Nissan Micra! – ‘cos it went too fast.

BMW petrol heads will be looking anxiously, though, to see how much it costs to rent the new version of its famed 8 coupe.

Shot in Venice – where there aren’t any cars just lots of boats – for Serviceplan Campaign Hamburg by Daniel Wolfe of Anorak Production.

You’ll note the ‘Bayerische Motoren Werke’ tag, which we can expect to see on BMW’s new luxury segment, also tagged THE with a 7 and X7 to follow the new 8. Taking a leaf out of Audi’s “Vorsprung Durch Technik,’ which is fair enough as the Motoren Werke was there when BMW just made bikes but THE this and that is rather too teutonic for many of us.

Still, it’s a pretty car and an engaging film.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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