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FCB Inferno Launches Fast-Paced Campaign for BMW

The print ads and film represent the agency's first global campaign for BMW

FCB Inferno Launches Fast-Paced Campaign for BMW

FCB Inferno has created a global campaign to showcase BMW’s xDrive technology, the intelligent all-wheel drive system available across the brand’s range.A fast paced film demonstrates the uninhibited adventure BMW models equipped with xDrive technology provide its driver.

Set to the soundtrack of ‘Song 2’ by Blur the cars are seen confidently tackling different conditions in all-weather scenarios, interspersed with shots of children exploring and adventuring in the outdoors. A voice over by James D’Arcy tells viewers to ‘Get Out There’ and ‘remember when everything you did was for the sheer pleasure of doing it’.

The film will first air in the UK on 1st October, and run as 60 second and 30 second edits across TV and Cinema. Assets have been supplied globally and will be localised by each market from Autumn.The campaign launched in the UK on 26th September with six consecutive 96-sheets on the ‘Cromination’ site in London featuring the ‘Get Out There’ declaration highlighted in the film.

OOH is now running nationally, in addition to tailored social, CRM, digital display assets and press ads.

This is the first global campaign FCB Inferno has launched for BMW since being appointed to sit on its global roster of agencies in April 2016.Stuart Walker, General Manager - Marketing Communications at BMW says: “FCB Inferno has created a memorable and impactful campaign to reflect the dynamism of our technology. This campaign is sure to resonate across our global markets”. 

Creative Agency

Creative Agency: FCB Inferno

Copywriter: Simon Cenamor

Art Director: Ray Chan

Producer: Tom Colbeck

Chief Creative Officer: Al Young

Managing Partner: Katy Wright

Planning Director: Ben Jaffé

UK Art Director: Neil Durber

UK Copy Writer: Nick O’Bryan-Tear

Account Manager: Srebrina Siveva

Account Director: Penny Lowe

Production Company

Production Company: Pulse Films

Director: Sam Pilling

Producer: Arlene McGann


Editor: Thomas Grove-Carter @ Trim

Post Production / VFX

Post Production Company: Framestore

Producer: Emma Malpass / Sharma Lewis


Audio Post Production: Angell Sound (Dave Robinson)

Song: Song 2

Artist: Blur

Category: Automotive , Cars

Genre: Digital , PR , People