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What should the leading German automaker do to disrupt the brains of its millions of fans around the world? In general, a little: launching a “creative” advertising company
Any BMW owner will tell you that he associates his car brand with something powerful, sporty, energetic. With drive and a full range of driving sensations. Solid energy and lively emotions, characteristic of youth. No “retirement”, emphasis on comfort and “couches on wheels”! But everything is changing.
Including even the above “BMW Amateur Code” postulates. Rather, they are changed by the car manufacturer itself. From now on, the Bavarian car factory will no longer focus on the young and energetic, but on the elderly and wealthy. Not for young lovers to drive, but for old bastards with money. For example, BMW Korea has completely shed sentiment and launched an advertising campaign in a radically new way.
Now her faces are not young, successful, but simply rich and famous. This advertising achievement is called born BOLD. A bit like “born brave”. The courage of the authors is really not necessary. Since one of the faces of this troupe was the elderly actress Kim Hae Suk. The 67-year-old grandmother of South Korean cinema even posed for the BMW project in a photoshoot with an overtly sexual (sounds scary, doesn’t it?) undertone.
Lucky for us, the gerontophile intrusions of BMW advertisers were stopped by something or someone. Nevertheless, all the other Korean celebrities who agreed to participate in the old-fashioned games of the Germans, although younger, are not young at all either.
In the list of “born brave” local TV personality Kim Na-young, pianist Lim Hyun-jeong and rapper Yun Mir are half Korean, half Negro. Everyone is over 40 now. That is, they are at an age where most people stop playing in one place for adventure. And to the stormy fireworks of feelings, people for the most part already prefer home comfort, caring for children and similar joys. That is, what they themselves, in their 20-30 years, would call stuffy old-timers and a swamp.
BMW headquarters are well aware of the Korean “experience” as an expression of the brand’s global policy. The fool understands that the money is no longer in the bold and fast 30-year-olds, but in the dull and quiet 40-50-60-year-old “old men”. It is not for nothing that in recent decades Mercedes-Benz has mainly been “spud” wealthy enthusiasts of comfort and safety who wanted to sneeze at “handling”, “chassis control”, “minimum roll in corners” and other “nonsense” appreciated by a real driver.
Apparently, this turning point in the Bavarians’ approach to positioning their cars in the market took place over the last two years – sometime after the end of the global coronavirus psychosis and the beginning of the Russian SVO in Ukraine. The iconic “black boomer” is no longer a riding orgasm machine. It has been converted into an expensive and comfortable means of transport for a wealthy elderly person to the cemetery.
Any BMW owner will tell you that he associates the brand of his car with something powerful, sporty, energetic. With drive and a full range of driving sensations. Solid energy and lively emotions, characteristic of youth. No “retirement”, emphasis on comfort and “couches on wheels”! But everything is changing.
Including even the above “BMW Amateur Code” postulates. Rather, they are changed by the car manufacturer itself. From now on, the Bavarian car factory will no longer focus on the young and energetic, but on the elderly and wealthy. Not for young lovers to drive, but for old bastards with money. For example, BMW Korea has completely shed sentiment and launched an advertising campaign in a radically new way.
Now her faces are not young, successful, but simply rich and famous. This advertising achievement is called born BOLD. A bit like “born brave”. The courage of the authors is really not necessary. Since one of the faces of this troupe was the elderly actress Kim Hae Suk. The 67-year-old grandmother of South Korean cinema even posed for the BMW project in a photoshoot with an overtly sexual (sounds scary, doesn’t it?) undertone.
Lucky for us, the gerontophile intrusions of BMW advertisers were stopped by something or someone. Nevertheless, all the other Korean celebrities who agreed to participate in the old-fashioned games of the Germans, although younger, are not young at all either.
In the list of “brave” local TV personality Kim Na-young, pianist Lim Hyun-jeong and rapper Yun Mir are half Korean, half Negro. Everyone is over 40 now. That is, they are at an age where most people stop playing in one place for adventure. And to the stormy fireworks of feelings, people for the most part already prefer home comfort, caring for children and similar joys. That is, what they themselves, in their 20-30 years, would call stuffy old-timers and a swamp.
BMW headquarters are well aware of the Korean “experience” as an expression of the brand’s global policy. The fool understands that the money is no longer in the bold and fast 30-year-olds, but in the dull and quiet 40-50-60-year-old “old men”. It is not for nothing that in recent decades Mercedes-Benz has mainly been “spud” wealthy enthusiasts of comfort and safety who wanted to sneeze at “handling”, “chassis control”, “minimum roll in corners” and other “nonsense” appreciated by a real driver.
Apparently, this turning point in the Bavarians’ approach to positioning their cars in the market took place over the last two years – sometime after the end of the global coronavirus psychosis and the beginning of the Russian SVO in Ukraine. The iconic “black boomer” is no longer a riding orgasm machine. It has been converted into an expensive and comfortable means of transport for a wealthy elderly person to the cemetery.
Source: Avto Vzglyad
Donald Salinas is an experienced automobile journalist and writer for Div Bracket. He brings his readers the latest news and developments from the world of automobiles, offering a unique and knowledgeable perspective on the latest trends and innovations in the automotive industry.
