HEAVENLY CREATURES HELP BMW SELL NEW BMW X5 WITH xDrive TECHNOLOGY
Animator of Finding Nemo and Ice Age tapped to create BMW's Angels
Woodcliff Lake, NJ, October 27, 2003... BMW of North America is taking a
different road to introduce consumers to its new X5 with xDrive technology.
Unlike its traditional, more serious toned performance spots, the automaker's
"Angels" uses a light-hearted approach to demonstrate the 2004 X5's new xDrive
technology, which allows 100% of the power to be routed to the rear wheels to
maintain legendary BMW rear-wheel drive agility.
With characters created by world-renowned designer Peter de Sève, the acclaimed
Hollywood character designer for blockbuster feature films including Finding
Nemo and Ice Age, the spot uses the animated Angels as a metaphor for the
xDrive technology. The :30 spot for BMW begins airing November 3.
The spot opens with four computer generated "guardian angels" descending on the
new BMW X5, each claiming a wheel. An angel team leader barks out commands via
a headset to the other three who respond "Got It," and "I'm on it," as they
navigate confidently through water, ice and a giant mud patch. The spot ends
with the team leader exclaiming that he loves his job - while wiping mud away
from his face.
"For years, BMW has been perfecting the technology that make its cars the
Ultimate Driving Machine," said Jim McDowell, Vice President of Marketing for
BMW of North America. "The use of animated angels lets us clearly demonstrate
how xDrive technology enhances the driving performance, experience and safety
of the new X5 model."
Also sporting a "facelift" redesign, the X5 print execution has all four angels
at each of their respective wheels with the caption "It's like having four
little guardian angels incessantly watching over your traction." Print will
appear in magazines and newspaper in November.
Three-foot Angels will adorn each wheel of the 2004 X5 to reinforce the new
xDrive technology message in BMW showrooms across the country.
BMW Group In America
BMW of North America has been present in the United States since 1975. Since
then, the BMW Group in the United States has grown to include marketing, sales
and financial service organizations for the BMW and MINI brands and Rolls-Royce
Motor Cars; DesignworksUSA, an industrial design firm in California; a
technology office in Silicon Valley and various other operations throughout the
country. BMW Manufacturing Corp. in South Carolina is part of BMW Group's
global manufacturing network and is the exclusive manufacturing plant for all
Z4 roadster and X5 Sports Activity Vehicles. The BMW Group sales organization
is represented in the U.S. through networks of 340 BMW car, 327 BMW Sports
Activity Vehicle, 148 BMW Motorcycle retailers, and 73 MINI dealers. BMW (US)
Holding Corp., the BMW Group's sales headquarters for North, Central and South
America, is located in Woodcliff Lake, New Jersey.
Information about BMW Group products is available to consumers via the Internet
at:
www.bmwusa.com
www.bmwmotorradusa.com
www.miniusa.com
www.rolls-roycemotorcars.com
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Journalist note: Information about the BMW Group and its products is available
to journalists on-line at the BMW Group PressClub at the following address:
https://newsroom.bmwgroup.com/global/en
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