Always BMW

Most drivers aren’t ready to go fully electric, so BMW’s PHEV (plug-in hybrid electric vehicle) range instantly switches between the performance of petrol and the efficiency of electric.

Our idea was simple. In our films when a PHEV switches from petrol to electric it glows with pure white light. When it changes back, the light disappears. In other words, the car is ‘Sometimes electric. Always BMW.’ A technical shoot included a pioneering LED lighting rig to give real illumination rather than relying on CGI, and a rollerblading cameraman who used to skate at the X Games.

• Most recognised BMW ad ever tested
• Beat views target by 449%
• 16M+ YouTube views / 21M+ Twitter impressions
• Viewers 46% more interested in buying a BMW PHEV