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BMW TAPS INTO ITS COMMITMENT TO ART FOR BMW Z4 CAMPAIGN

Woodcliff Lake, NJ - May 8, 2009... BMW sought an innovative approach for the launch of the all-new BMW Z4 Roadster, and had to look no further than its rich legacy of commitment to art for inspiration. The result, an aesthetically powerful marketing campaign entitled "Expression of Joy," rolls out in early May. The campaign, which relies heavily on vibrant video content, includes an MSN.com homepage takeover on May 11 with which BMW will be the first advertiser to make use of the Web site’s new feature - an expandable video unit that will allow users to view the BMW Z4 spot in full-screen mode. Also, the conventional 30-second spot is complimented by a 30-minute documentary.

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“Expression of Joy” Creative Built upon Unique Artistic Collaboration

* Artistic collaboration between BMW, contemporary artist Robin Rhode and filmmaker Jake Scott
* 30-minute documentary to air on Discovery HD Theater on May 10
* Online first with MSN.com homepage takeover on May 11
* 8-page Vanity Fair insert in June issue written and photographed by Dennis Hopper

Woodcliff Lake, NJ - May 8, 2009... BMW sought an innovative approach for the launch of the all-new BMW Z4 Roadster, and had to look no further than its rich legacy of commitment to art for inspiration. The result, an aesthetically powerful marketing campaign entitled "Expression of Joy," rolls out in early May. The campaign, which relies heavily on vibrant video content, includes an MSN.com homepage takeover on May 11 with which BMW will be the first advertiser to make use of the Web site’s new feature - an expandable video unit that will allow users to view the BMW Z4 spot in full-screen mode. Also, the conventional 30-second spot is complimented by a 30-minute documentary.

At the heart of the campaign, created by BMW’s Austin, Texas-based agency GSD&M Idea City, is an artistic collaboration between BMW, contemporary artist Robin Rhode and filmmaker Jake Scott. Rhode choreographed the movements of two BMW Z4 Roadsters mounted with special paint dispensers behind the wheels to create a football-field size painting, while Scott captured all the action with 40 simultaneous camera angles. The final Rhode piece and video elements form the foundation of the campaign’s creative treatments.


“BMW has a long history of collaborating with contemporary artists,” said Jack Pitney, Vice President of Marketing, BMW of North America. “Through this latest collaboration with Robin and Jake, we’ve extended our tradition of engaging leading talents in the art community for the introduction of the all-new BMW Z4 Roadster.”

A 30-minute documentary that offers a behind-the-scenes look at the making of the Rhode piece, as it was directed by Scott at Downey Studios in Los Angeles last November, forms the centerpiece of the campaign. The documentary will air on Discovery HD Theater at 8 p.m. Eastern Time on May 10, with subsequent multiple airings on the network through May and June. Additionally, a tie-in with TiVo will extend the reach of the documentary by allowing TiVo users to preview and record it for later viewing.

The BMW Z4 campaign’s online presence will rely exclusively on video-based assets, to bring the performance art to life online. Video banners will run from May 8 – June 30 on leading news, business and lifestyle Web sites, including CNN, CNN Money, Dow Jones, Yahoo!, Condé Nast and Wired.

National print pieces, many with unique creative treatments, will be published in May and June issues of art, lifestyle and design magazines, including Art & Antiques, ArtNews Esquire, W, and Elle Décor. Notably, an eight-page, photo feature-style insert, written and photographed by actor Dennis Hopper, will run in the June issue of Vanity Fair, and a cover page takeover is slated for the June issue of Dwell magazine.

An out-of-home component is planned for the nation’s busiest airports in ten key markets for BMW. The airport billboards feature representations of the Rhode piece alongside images of the BMW Z4 with headlines that read, “Expressionism meets Exhilarationism,” “Not all artists are depressed” and “Rarely does the paintbrush rival the painting,” or the succinctly stated “Art Movement” and “Muse.”

While the core of the campaign breaks in May, some elements that laid the groundwork for the campaign began to appear as early as late-March, including: a public art installation featuring the Rhode/Scott collaboration at New York City’s Grand Central Terminal from March 25–April 6; an iPhone application that lets users replicate Rhode’s experience of creating artwork with the BMW Z4 as “paintbrush;” and the launch of the BMW Z4 micro-site www.expressionofjoy.com. Additionally, special video spots are now running in mainstream and independent movie theaters nationwide – a 30-second spot prior to the house lights going down and a two-minute cinematic piece as a lead-in to the feature presentation.

The new BMW Z4 Roadster goes on sale May 9 with a base MSRP of $46,575. For more information about the BMW Z4, please visit www.bmwusa.com or www.expressionofjoy.com.

BMW and Contemporary Art
BMW has a long-standing commitment to contemporary art starting with Gerhard Richter’s 1972 commission of three large-scale paintings for the foyer of the company headquarters in Munich. Karl Schwanzer’s architectural post-war icon, the “four-cylinder” building, marked the beginning of the company’s emphasis on an innovative, dynamic style of construction which was extended in 2005 with the central building of the BMW Leipzig Plant, designed by Zaha Hadid Architects and the BMW Welt designed by
COOP HIMMELB(L)AU.

The BMW Art Car program was originally conceived by French racecar driver Hervé Poulain in 1975. Since then, prominent artists throughout the world have joined the elite cast of Alexander Calder, Frank Stella, Andy Warhol, Roy Lichtenstein and Robert Rauschenberg, and have created sixteen BMW Art Cars, based on both racing and regular production models. The most recent contributors to the BMW Art Car Collection are David Hockney (1995), Jenny Holzer (1999) and Olafur Eliasson (2007). New artists are chosen by a prestigious panel of international judges, and BMW is currently in discussions for the development of the seventeenth Art Car.

BMW Group In America
BMW of North America, LLC has been present in the United States since 1975. Rolls- Royce Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand of motor vehicles, including motorcycles, the MINI brand, and the Rolls-Royce brand of Motor Cars; DesignworksUSA, a strategic design consultancy in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group’s global manufacturing network and is the exclusive manufacturing plant for all X5 Sports Activity Vehicles and X6 Sports Activity Coupes. The BMW Group sales organization is represented in the U.S. through networks of 338 BMW passenger car centers, 335 BMW Sports Activity Vehicle centers, 142 BMW motorcycle retailers, 83 MINI passenger car dealers, and 30 Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group’s sales headquarters for North America, is located in Woodcliff Lake, New Jersey.

Information about BMW Group products is available to consumers via the Internet at:

www.bmwgroupna.com
www.bmwusa.com
www.bmwmotorcycles.com
www.miniusa.com
www.rolls-roycemotorcars.com

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Journalist note: Information about the BMW Group and its products is available to journalists on-line at the BMW Group PressClub at the following address: www.press.bmwgroup.com. Broadcast quality video footage is available via The NewsMarket at www.thenewsmarket.com.

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GSD&M Idea City
GSD&M Idea City is a leading marketing communications and advertising company that has helped grow some of the world’s most successful brands. For more information, go to www.IdeaCity.com. GSD&M Idea City is part of Omnicom Group, Inc. (NYSE:OMC).

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