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Thursday, March 25, 2010
Another GREAT Example of Selling the Feel Along with the Product
There was an insert in the Wall Street Journal last week. The insert was an ad for BMW, full color and measuring 32"x44".
This ad is as great as the Honda campaign of the 60’s. It is visually very attractive with splashes of red to bring your eye all around this large marketing piece. It addresses the global audience as it is comprised mostly of pictures with very little copy needing to be translated.
In the ad, BMW emphasizes the “feeling” as much as the product. The line is “...what you make people feel is just as important as what you make.”
And what are you to feel as an owner of a BMW? JOY. And what is JOY?
JOY IS YOUTHFUL as is demonstrated in the example of a picture of a “young”, fit man of retirement age.
JOY IS MATERNAL shown with a picture of an infant safely secured in his car seat.
And let us not forget performance and power with JOY CAN BE COUNTED complete with shiny numbers all the way up to V8.
The point of the pictures and the whole advertisement is summarized with:
We do not make cars.
We are the creators of emotion.
We are the keepers of thrill.
We are the guardians of the three letter word.
JOY oh, excuse me. JOY. The period, the point...the point of the entire ad.
Brilliant ad. It got and held my attention.
But what I said is only part of what is expressed in this ad. Click here to tell us what I missed.