Buzzword Chasers

The most recent ad campaign launched by BMW features the commissioned art work of Robin Rhode, a South African street-style artist, using paint as his medium and the BMW Z4 Roadster as his paintbrush. Teaming up with film maker Jake Scott for a 30-minute (yes thirty minutes of paint splashing and car drifting entertainment) film that documents the creation of the colorful piece of art on the canvas floor panels.

BMW Z4 Roadster in Action

Although art has been used in advertising for centuries, it is unique to see a car company commission a work of art and promote it as its main ad campaign for the season. BMW is no stranger to their contributions to the world of art. Over the three decades their cars have been the object of art and design to renowned artists like Alexander Calder, Roy Lichtenstein and Andy Warhol. It is an interesting strategy that BMW uses to draw attention to their sports cars; to which some people may argue has the design like a work of art itself. Using a car to help create vibrant, modern art piece showcases the artistic and free spirit prowess that the car possesses.

BMW chose to promote their campaign for the Z4 Roadster in cinematic style, along with the documentary style short film that will run on the Discovery HD channel until late June. They are also doing heavy web promotion with video banners that will run on website venues for CNN, Dow Jones, Yahoo, Conde Nast and Wired and even the takeover of the MSN homepage for one day in May.

As far as print goes, page-spreads have been published in several popular, target audience magazines such as Art & Antiques, ArtNews Esquire, W and Elle Decor. There will also be an eight-page insert running in the June issue of Vanity Fair, and a cover-page slated for the June issue of Dwell magazine.

Creating a Masterpiece

External coverage includes airports in 10 key markets with billboards that show the painting headlines such as, “Not all artists are depressed” and “Rarely does the paintbrush rival the painting,” and in cinema advertising (before the trailers start) which is where I first noticed the BMW Z4 “Expression of Joy” campaign.

Art will always find its place within advertising because it adds certain emotions and gives a significant life to an otherwise ordinary product.

Without the art work campaign, the BMW Z4 Roadster would be just another head turning BMW – very fleeting and typical. The art work of Robin Rhode and the special promotion that went into this campaign removes the ethereal aspect of sports car advertising. It adds lasting power in the marketplace and solidifies its place in the art community.

Aerial View of "Expression of Joy"