When you create the most exciting car of the past few years, like BMW recently has with the highly-anticipated BMW M2, chances are that you’re going to want to advertise it well. And what better way to get the M2 soaked into the brains of its target audience then to pair it on screen with one of the most popular and most beautiful models in the business at the moment? So that’s exactly what BMW did.
The latest TV Spot for the BMW M2 features super model Gigi Hadid walking up to a line of BMW M2s with a voice over asking “Can you keep your eyes off Gigi?”. She then gets in one of the M2s and takes off, as do the rest of them. Then they swerve in and out, changing places and confusing the viewer so that they can’t remember which car Gigi was in. Afterward, all of the cars come to a stop in front of their corresponding numbers and the voice over asks “So, which one is she in?”
So the TV spot works on a few different levels. First comes Gigi Hadid who, let’s face it, no one is going to look away from. Then comes the BMW M2, which looks awesome and makes a great noise. Then there’s a bit of a game the ad makes you play, as you try and keep your eyes on the car she got into. So it’s keeping your focus on the ad the entire time. So it’s a clever ad and one that male car enthusiasts are likely to focus on quite a bit.
WardsAuto keeps track of marketing success and claims that this BMW M2 TV spot claims the number one position in their weekly Most Engaging Auto Ads ranking. It’s not hard to see why. However, it did face some steep competition, as Audi recently released a TV spot for the new Audi SQ7 TDI that tied it into footage from the new Captain America: Civil War movie, which was the number one movie in the box office for quite a while. And we all know how much America loves super heroes. So if the BMW M2 and Gigi Hadid can keep Americas attention on them and not Captain America, then I’d say job well done, BMW.