BMW looks to seduce with speed and sedans in 'Don’t postpone joy’ sequel

BMW is continuing with its ‘Don’t postpone joy’ campaign conceptualised by Ogilvy & Mather. 

A film opens with a timer ticking away, followed sharp cuts of BMW sedans on the road. On show are different models from the brand zooming across different surfaces in different parts of the world, while features get highlighted. As the timer ticks down to zero, the film ends with a rapidly transitioning super that encourages viewers to not postpone ‘goosebumps, happiness, excitement, thrill, adrenaline rushes, racing hearts, euphoria, adventure, bliss, ecstasy, exhilaration. It ends with the message 'Don't postpone joy', inviting people to call to avail of 'great offers'.

Frank-E Schloeder, director marketing, BMW India, said, “Last year we ran a very successful campaign called 'Don’t postpone joy' and it catered to a certain section of society and addressed certain mental and cultural barriers that we feel exist towards luxury consumption in India. So this year again, we have revived the campaign with new creative language but the core message remains the same – ‘that life is passing by and it's about living for the moment and enjoying rather than worrying about the future’. And to further that and facilitate the young drivers into the BMW family, we have come up with some really attractive offers during the campaign period.”

Credits
Client: BMW
Creative agency: Ogilvy Advertising, Gurgaon
Senior creative director: Jossy Raphael
Associate creative directors: Jonathan George, KushagerTuli
President and branch head, Ogilvy North: Kapil Arora
Senior vice president - account management: Vishwajeet Rana
Vice president - account management: Kabir Baidwan
Account director: Aditi Sobti
Group account manager: Sanjana Arora
Planning director: Prashant Halbe