The new BMW X2 SUV – BMW’s new smaller ‘lifestyle SUV – is showcased in a new advert which is either very clever or completely barking mad.
With BMW’s X2 SUV now revealed and on the way, BMW’s advertising gurus have been busy putting together a new video advert for the X2 (below). And it’s a bit of an odd one.
We can’t actually decide if it’s a clever takedown of buyers’ perceptions, a pitch for the hearts and minds of a younger buyer demographic, or the mad imaginations of a 16 year-old given charge of a big BMW budget.
The video kicks off (What is Daring) with a gold-chained guy who discards his chains (Rise Above The Status) to a pool of molten gold which creates the X2, which he drives off in before smashing statues of himself (Be Unique).
He then picks a metallic flower from a man-made ‘Phone Tree’ (Never Run from Risk) which ends up in the hair of a girl in the X2, before the X2 encounters a mechanical monster piloted by a man with an eyepatch (Be the Hunter NOT the Hunted)…and so it goes on.
It feels like a bit of a piss take, and as if BMW is asking buyers not to be swayed by what other may say about the X2 (which perhaps doesn’t auger well for its appeal beyond a lifestyle statement?).
It’s definitely odd. But is it effective?
BMW X2 first commercial