BMW: THE BULLETPROOF AD

Credits:

Type of Entry: Use of Media
Category: Best Use of Magazines
Title: THE BULLETPROOF AD
Advertiser/Client: BMW
Product/Service: BMW SECURITY X5
Entrant Company: MAB Berlin, GERMANY
Advertising Agency: MAB Berlin, GERMANY
Media Agency: MEDIAPLUS AGENTURGRUPPE FÜR INNOVATIVE MEDIA Munich, GERMANY
Creative Credits
Name Company Position
Ove Gley MAB/Berlin Creative Director
Nils Haseborg MAB/Berlin Creative Director
Tomas Tulinius MAB/Berlin Creative Director
Frederick Kober MAB/Berlin Art Director
Henning Gerstner MAB/Berlin Account Director
Christoph Erdmann MAB/Berlin Account Manager
Sebastian Sährig MAB/Berlin Project Manager
Vicky Liuri MAB/Berlin Agency Producer
Tobias Wasmuth MAB/Berlin Copywriter
Details
Results and Effectiveness:
The ad was immediately noticed and discussed in magazines and on the internet.
Creative Execution:
What is the best way to show the benefits of an armoured vehicle? Simple – by shooting at it! Some of the copies of a particular issue of German financial magazine Wertpapier came with a bullet hole through them. A real.45 ACP round containing an 11.45-millimetre slug was fired at the pages from a Colt M1911 pistol. The bullet went right through the magazine – until it hit the page carrying the ad for the BMW Security X5, where it seemingly just bounced off.
Insights, Strategy and the Idea:
BMW has been making armoured vehicles for over 30 years, and demand for these today is stronger than ever. The new BMW Security X5 is certified to offer class VR4 ballistic protection. To obtain this certification, the vehicle had to withstand around 650 rounds being fired at it – a test it passed with flying colours.