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Advertising Agency: MAB, Berlin, Germany
Creative Director: Nils Haseborg, Sven Sorgatz, Christian Jakimowitsch
Art Director: Michael Janke
Copywriter: Ilja Schmuschkowitsch
Illustrator: Alexander Tibelius, Jutta Kuss

Hatched out of MAB in Berlin, Germany, BMW has bravely traded in the usual auto advertising clichés, for an avant garde, crisp approach. The result is a series of print ads driven by the power of Typography. While I would prefer for them to forgo the product image, I guess I’m happy enough the following clichés were nowhere to be found:

1. Hills and winding roads
2. Young chap who looks like he has barely graduated from school driving along hills and winding roads
3. Responsible mother with 3 kids who somehow has that fantastic fuck-worthy body driving with a smile (try having 3 kids yelling in the car at the same time and see if you’d smile)
4. Dutiful husband who speeds to pick up chicks his wife
5. The promise that a 2.5 litre car is low on fuel consumption
6. Any of these words/phrases: premium, best of class, exclusive, turn heads, be the envy of others, finally here, etc
7. Good looking and young drivers. Now really, can we just plot reality into the driver’s seat? Respect the ugly old fuck with a beer gut who has just bought his 5th Jaguar, would you? Why give his grandson the fame?

Any other auto advertising clichés to add on? What do you think of BMW’s latest ad campaign anyway?

Via: ibelieveinadvertising.com