BMW shreds the rumours behind the new M3 and M4 models in announcement campaign via Clemenger BBDO Melbourne

The rumours behind the new BMW M3 and M4 models have gone up in smoke, blown away by the cars themselves in a new Clemenger BBDO campaign.

The campaign was inspired by the ‘significant amount of conjecture’ rolling around over the last few years as fans eagerly awaited the vehicles’ launch.

In a range of film assets, online commentary from media, fans and sceptics is spelt out across a racing track, before being destroyed by the new M3 and M4. The visuals, says BMW, are just the beginning – BMW fans will receive personalised responses to rumours and speculation also.

BMW general manager of marketing, Tony Sesto, said the brand is going against the traditional corporate approach of ignoring, denying and minimising rumours.

“Rumours are part and parcel of the auto industry, but the rumour mill that drives discussion around the M3 and M4 models always takes it to another level. So, what better way to reveal the truth about how brilliant the new models are than to literally take all of that speculation and race it away with the cars themselves,” he said.

Clemenger BBDO Melbourne ECD, Jim Curtis, said the campaign was a delight to film.

“When it comes to the iconic high-performance BMW M3 and M4, there is no shortage of fans. This allowed us to work with BMW to celebrate the avid speculation and put an end to all the online talk with a beautiful dose of reality – the cars themselves. We also aimed to create a film that simply brought to life the joy of driving these cars. We hope it’s as fun to watch as it was to shoot,” said Curtis.

The campaign is running across digital and social channels.


Client: BMW Group Australia
Creative Agency: Clemenger BBDO Melbourne
Production Company: Collider
Director: Damon Cameron
DOP: Stephen Windon
Producer: Annie Schutt
Editor: Adam Wills
Managing Director: Rachael Ford-Davies
Post Production: Fin Design + Effects
Visual Effects Supervisors: Justin Bromley & Stuart White
Executive Visual Effects Producer: Alastair Stephen
Producer: Isabelle Howarth
Sound Design: Paul Le Couteur – Squeak E. Clean
Executive Producer: Ceri Davies
Music Supervision: Level Two – Mel Jong
PR: Clemenger PR


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