Draftfcb is one of the largest global advertising agencies. The agency came to be known as Draftfcb after the merging of Foote, Cone & Belding (FCB), and the Draft agency on 2006. However, the origins of Draftfcb date back to 1873, with the opening of Lord & Thomas ad agency. Later the Lord & Thomas ad agency later became to be known as Foote, Cone, & Belding.
One of Draftfcb popular clients was BMW where Draftfcb created a TV commercial called “BMW Challenges the Everyday.” The ad involved the new BMW 1 Series with the M sport package. The concept was that in order to escape from the monotony of everyday life the best option is to buy and drive a BMW 1 Series with the M sport package. The ad’s creativity is outstanding for several reasons. The ad was shot in the surroundings of an aircraft hangar, which brings more meaning to the concept. The aircraft hangar location tends to express how fast the car is because you only find aircraft or spacecraft inside a hanger. Aircraft is definitely the fastest way of transportation when it comes to traveling and simply having a car instead of an airplane inside a hanger does give the feeling of fast car. We always see commercials of cars driving on streets and roads, but never inside a hanger (good innovation idea). The design involves 3D type in form of stone where the BMW simply has to drive close to it in order to destroy it, and this only makes the ad’s concept stronger and motivates the audience to buy a fast car. The type involves words like boredom, routine, and monotonia (monotony) which are things you will avoid after buying a BMW 1 Series. The music used for the ad is techno music which is energetic, motivating, and goes really well the ad. Techno music is simply dance music which is used in nightclubs, and the commercial was made during night as well so the music works perfectly for the ad.
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Communications Arts Jan/Feb. 2005: pg. 99. Print.
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