Driving has intimate moments of reflection. Observe the landscape through the window and simply experience the sensations and emotions of the trip. This is what BMW long ago defined as the pleasure of driving and which it now portrays again in its new advertising campaign, titled “Moving Landscapes.”
With the help of the Serviceplan España agency, the automotive brand has opted for a visual approach to those brief, but intense, moments in which you can experience the pleasure of driving. Thus, he has collaborated with the photographer Iván Arribas to create a collection of images that, with the motion blur As a narrative resource, they reproduce the driver’s gaze when the landscape blurs due to the movement of the vehicle.
The photographs have been taken with a Canon camera on board a BMW for several days traveling different routes in our country, recording the landscape from the window of the car in full motion. The result is a series of snapshots that seek to evoke sensations and transmit the recognizable experience of enjoying driving instead of pointing out a specific destination.
The campaign brings to mind the emblematic “Hand” spot, part of the “Do you like to drive?” platform, created by the SCPF agency in 2000, and which would become one of the most recognized works in the Spanish advertising industry. On that occasion, the brand portrayed the pleasure of driving in a magnetic spot that, instead of showing its vehicles, presented a hand through the window flying through the air before the landscape.
With “Moving Landscapes” BMW reaffirms its historic positioning around the pleasure of driving, once again betting on a visual and emotional narrative that does not focus on the product. All attention is directed towards what drivers can experience behind the wheel and in their cars. Furthermore, BMW is committed to an idea capable of being sustained in different formats and invites contemplation and introspection, standing up to a frenetic media landscape.
“Moving Landscapes” celebrates the pleasure of driving from the customer’s perspective: a subjective experience in which landscape, light and movement merge to generate an intimate and human perception“, commented Cecilia Calvete, Brand Communications & Events Manager of BMW, in a statement from the agency. “This project reinforces our commitment to customer-centric initiatives and underlines what the motto ‘Do you like to drive?’ means to BMW.”.
For their part, Serviceplan Spain points out that the creative concept sought to translate BMW’s legacy and its positioning around the pleasure of driving into a pure visual emotion. “We capture that moment when you stop thinking and just feel: when the landscape is abstracted, moves with you and driving becomes an absolute sensory experience“, expressed Emilio Valverde, Executive Creative Director at the agency.
“Moving Landscapes” is disseminated in the press, social networks, digital platforms and outdoor advertising, with special emphasis on cultural environments. Specifically, the campaign has been launched in Matadorthe international magazine of culture, ideas and trends. It also has a presence in dealerships, and BMW’s own media.
