BMW Australia launches patriotic first Wallabies sponsorship campaign in build up to World Cup
BMW has launched a patriotic new campaign as part of its sponsorship of the Wallabies as the team builds up towards the Rugby World Cup which kicks off in September.
The centrepiece of the Driving Force campaign, created by Ogilvy Melbourne, is a one minute TVC which shows a car travelling on deserted English roads with the strains of Waltzing Matilda rising in the background, before the car pulls up outside Twickenham stadium in London with the tagline ‘The Road to Twickenham should not be driven alone’.
https://www.youtube.com/watch?v=_X6uX8k-Ang
Ummm, Ford’s line for their sponsorship of the All Blacks is…
The Driving Force behind the All Blacks
And it’s been this for several years. Did no-one realise this, or did they just accept that this type of lazy sponsorship is really just wallpaper.
You’re right Anon, the line is nothing new. Pretty sure Hyundai has used it here for the A-League too. It feels like a client “driven” decision.
However, it’s beautifully shot and the sound design is awesome. It really stands out on air too. Loved it.
Must be a shortage of car company puns!
I was waiting for the flying kangaroo!
No more BMW for us then. Jaguars the only way now. Good luck BMW in Australia.