BMW X Series abandons school run mums for hipsters in new Serviceplan global effort

BMW is running a big global campaign from Serviceplan Campaign International – ‘Choose your X’ to try to inject some life into its by now rather venerable X Series SUVs.

It’s presented, as many other cars are these days, as a lifestyle choice.

Serviceplan’s Thomas Heyen says: “An idea is often simple and effective if it is derived directly from the product. Using an X as the ultimate symbol of free choice is this kind of idea.”

Is it likely to appeal to wealthy mums on the school run (who all seem to be driving Volvo XC90s these days)? But maybe ignoring this lot is the point.

Not convinced.

MAA creative scale: 5.

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About Stephen Foster

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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.