Official Release: The launch campaign for the new BMW 6 Series Gran Coupé, which will make its world debut at the Geneva International Motor Show on 6 March 2012, showcases the vehicle’s exclusive positioning with impressive aesthetics. BMW’s first four-door coupé boasts trendsetting design, sporting dynamics and exclusive elegance.
The cross-media campaign features a total eclipse of the sun as its central theme: a graceful but, at the same time, breath-taking natural phenomenon that reveals the pure beauty of nature to its observers for a brief moment. “Beauty. Revealed.” is also the motto of the new BMW 6 Series Gran Coupé campaign, which combines the unique moment of a total solar eclipse with this exclusive vehicle.
“The new BMW 6 Series Gran Coupé marks the beginning of a new chapter. It is BMW’s first four-door coupé and combines uncompromising driving dynamics with exclusive elegance and breath-taking design,” commented Andreas-Christoph Hofmann, head of BMW brand communications: “The campaign uses the image of a solar eclipse to highlight the model’s uniqueness.”
The global campaign will launch in print and TV media in the second quarter 2012. The print ads also feature the natural phenomenon of a total eclipse of the sun in aesthetic and artistic visuals, while the text also highlights the special nature of the moment. Headlines such as “Some things are worth waiting for” underline the rare beauty and timeless fascination of the new coupé. A total of seven different motifs showcase the vehicle’s aesthetic dynamics. The images for the print campaign were shot by the German photographer Georg Fischer.
The TV commercial shows the BMW 6 Series Gran Coupé from three different angles. It begins with a total eclipse of the sun, the contours of the model barely recognisable. As the eclipse progresses, the new coupé gradually becomes more visible, until its full beauty is finally revealed in the daylight. The viewer is mesmerised by the uniqueness of the moment as the tension mounts. London-based director Sam Brown, whose creativity is already familiar from global-release music videos, such as James Blunt’s “Goodbye My Lover” and “You’re Beautiful”, was responsible for production. The music for the BMW 6 Series Gran Coupé TVC is taken from the original song “New Dawn Fades” by Moby.
The first online activities have already been launched on the BMW homepage www.bmw.com and www.facebook.com/bmw. Users can sign up for more information by clicking on a “Keep informed” button on the BMW homepage to receive news directly. An online video discusses the engine technology and design concept behind the car. The designers responsible for the BMW 6 Series Gran Coupé present the four-seater’s exterior and sophisticated interior. Sporty seats in the rear and high–quality materials ensure that the interior retains its exclusive appearance throughout. The online video can also be viewed on the BMW TV site and the BMW Channel on YouTube and Facebook.