BMW M cares not for your silly political correctness

Thursday, 13 September 2018

BMW completely disregards anything vaguely politically correct in its newest tyre-smoking online advertising campaign. And it is brilliant.

Does the idea of a self-driving car bother you on a fundamental level? Does the utter silence of an electric vehicle fill you with loathing and the idea of the roar of a V8 or straight six becoming extinct fill you with despair?

Don't worry too much, because not all car makers are willing to give up on traditional cars just yet. Or burnouts, drifts or other automotive excesses, if the latest tyre-smoking advertising campaign by BMW for its M high-performance brand is anything to go by.

Despite making some of the best semi-autonimous driver assists and mainstream EVs on the market today, BMW is still a big fan of the internal combustion engine and all the anti-social drama it is capable of, so has extended its 'Too Much' campaign by creating 'M Town': a new online community that 'thrives wherever there is a passion for high performance.'

BMW embraces the hoon in all of us with its new online campaign.

Which is all very well and good when expressed in slick marketing-speak, but what it basically boils down to is an advertising campaign that could only exist online, as it is simply too brilliantly non-PC to ever get broadcast on television, because it is all about speed, drifts and skids.

**READ MORE

* The coolest BMW M-cars ever created

* BMW M5 is softly softly, slam you into the seatback

* BMW makes M2 more competitive**

For example; in the first in a series of online videos produced by director Micky Sülzer and Grimme award-winner Bader el Hindi for the M Town campaign, a woman touches up her lipstick in her M5 before excessively speeding past a speed camera to get a photo of herself, before drifting out of a tunnel onto a busy city street to collect her photo and do a burnout away from an M Town border checkpoint.

Put that on TV and the heads of people who complain about car ads that dare to show the vehicle even moving would probably explode.

Fans of BMW's M cars can register at bmw-m.com to create their own individual digital BMW M Pass and become a citizen of M Town.

'The continuation of the successful 'Too Much' communications story will allow our fans to experience the next level of emotional identification with our brand,' saiys Peter Quintus, vice president sales and marketing at BMW M GmbH.

''M Town' represents an attitude to life that BMW M has always stood for – ultimate enthusiasm, maximum performance and the courage to be unconventional.'

The campaign comes on the back of a successful decade of selling performance cars for BMW, with sales of M and M Performance cars tripling over the past 10 years.