Week Seven EOC - The Pitch

Luxury is never out of place

BMW has built it's brand upon being a luxury car company with sporting roots and classic, dependable German engineering. Nowhere is this more prevalent than in it's 3 series automobiles. The line, consisting of fluidly designed unimposing sports cars is aimed for a specific group of individuals, upwardly mobile mid 20s females. While there are men who own the car, BMW expects that most 3 series will go to women who want to live the luxury lifestyle while their male counterparts will usually choose the more expensive and more sports inspired 6 series.

Many women who purchase the 3 series are living upwardly mobile lifestyles. While not always true, many may have grown up in small towns in rural states, left to go to college and pursue a degree, and then moved to a big city and got a well paying job. These women buy a BMW as a status symbol, to show that they are grown up and are making a name for themselves. Still though, they are tied to their hometowns and are not easily separated from the small town ideals.

In this respect I propose a new kind of advertising campaign for the 3 series, one that will have an emotional pull for both sides of these women. The scene will be set in what appears to be the red barren desert along a classic US highway (think Route 66) at a decrepit, hole in the wall diner/bar. Seated at a booth along the windows there sits a young, attractive female with her makeup done, donning a fashionable, but unassuming, outfit (think black Louboutin pumps, dark wash skinny denim, white t-shirt, vest, and appropriate accessories). Her table has a clean white tablecloth on top of which sits flatware arranged in the continental style, a small votive of fresh flowers, and her meal including a steak and a glass of red wine. All around her are the type of roughnecks one may expect to see in the down old country, (bikers, truckers, etc) all of whom are causing a scene around her. They're throwing punches, spilling drinks, breaking windows, all while she sits unperturbed enjoying her meal. When she has finished dining and paying for her meal, she gets up to leave the diner and heads outside where there are a line of old fashioned, dented, rusting vehicles. She saunters past all these vehicles and walks directly towards hers, a perfectly pure, clean white BMW 335i convertible. She comfortably gets in the car, pushes the start button ignition, puts it in gear, and calmly drives away. Luxury is never out of place.