This week, BMW is launching a new television advertising campaign in the USA. A variety of BMW motorcycles will star in the national TV ads which will premier on March 1st and air until early June. BMW says the ads will express the thrill and camaraderie that comes from riding,
As part of BMW Motorrad USA’s strategy to increase brand awareness among active motorcyclists as well as show non-riders just what they are missing, the series of four TV spots will be linked by the campaign slogan “Feed Your Restless,” which describes the desire to drop whatever you are doing, get outside and go for a motorcycle ride.
Airing on a range of TV channels, including Discovery, National Geographic, Speed and ESPN, the commercials have been developed in conjunction with the agency ‘Tether’ based in Seattle, Washington. Each spot concentrates on a different segment of the BMW model range and tells a human interest story about the potential ownership experiences of BMW bikes.
For Sport bikes, “Boots” follows a group of good friends on an overnight sports bike ride. The roads and the motel where they stay are unmistakeably American, says BMW. The commercial picks up early in the morning as the group is anxious to get out and ride again on a variety of BMW bikes, including the S1000RR, K1300S and R1200R.
“Cowboy Coffee” features the GS range and shows a mix of on- and off-road riding scenarios with a group of friends finishing off a day’s ride by enjoying a campfire together. With adventure encountered in a surprise snowstorm while camping out in the woods, the film highlights the camaraderie of motorcycling.
For Touring riders, “Lunch” features the six-cylinder K1600GT and K1600GTL bikes and picks up with a pair of couples in a roadside diner, eager to finish paying for their meal and get back on the road again. Shot in high desert country, the movie shows the many attractions of touring on the open roads, highlights the interplay between the couples and reinforces the social bonds of motorcycling.
There is also a fourth advertisement in production, which can be specifically tailored to a BMW Motorrad dealership and shown locally by dealerships.
“With these adverts, our aim was to deliver strong BMW branding messages and reintroduce BMW bikes to the riding public,” said Jim Callahan, BMW Motorrad USA Marketing Manager. “We wanted to tap into the many motorcyclists who share that restless desire to jump in the saddle, throw caution to the wind – and just ride. The ads will feed that ‘restless’ need and hopefully inspire many riders to take a closer look at what BMW Motorrad has to offer.”
As you would expect, BMW Motorrad is supporting the TV campaign with in-store visuals, counter cards and motorcycle hang-tags dealerships as well as behind-the-scenes ‘making of’ shots on their Facebook page.
The first TV spots air today on:
- ESPN, NBA game, 8- 10:30p
- ESPN News, SportsCenter, 7:30-8p
- Discovery, Bering Sea Gold, 10-11p
- Velocity, American Hot Rod , 8-10p
- History, American Pickers, 8-10p
- H2, America Unearthed, 10-11p
You can also see the spots online at a special microsite created by BMW at www.feedyourrestless.com.