It’s not uncommon for a female model to promote a certain vehicle or the overall brand. It’s also not uncommon for that model to be used as nothing more than a pretty face and hot body to attract attention and sell cars.
So, when you hear that BMW’s newest spot features a blonde supermodel, you automatically get a certain (probably risque) image in your head and think, “Well, sex sells.”
But what’s most intriguing–and appealing–about BMW’s newest video spot is that’s not what the automaker does at all.
Instead, model Karolina Kurkova shows her relatable, personable, family-minded side in a way that give models, and BMW, a better name.
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When Model Karolina Kurkova Isn’t a Victoria’s Secret Angel, She Drives a BMW
If you haven’t heard of model Karolina Kurkova, you’ve definitely seen her in Victoria’s Secret ads and shows as an Angel, back in the day. She is, according to Forbes in 2007, the sixth-highest paid model in the world.
But, none of that really matters in BMW’s ad that captures “her story.” Here, she’s a thoughtful, hard-working mother with average duties like grocery shopping and transporting kids to school.
Two things quickly relate her to the audience:
- Despite travelling around the world for her career, she didn’t have a driver’s licence for a long time
- She’s a mom with a pre-teen son–Tobin–who she enjoys raising (snapshots with her family are shown to illustrate that)
The video itself jumps around a bit, not really focusing on much as Kurkova recalls starting work in Milan and is shown walking down the streets. Suddenly, it leads into what’s clearly the intent of the ad: selling a BMW.
Kurkova expresses that she’s still mastering driving, but her new parental lifestyle requires a car. She wants it to be practical, safe, and stylish. Yes, a supermodel says she wants a practical car, and then takes a BMW on a test drive.
While that may seem laughable to some…it actually works. The BMW 2 Series Active Tourer is the glue. Being the brand’s first multi-purpose vehicle (MPV), the 2 Series Active Tourer stands out as actually practical.
Regardless of how model Karolina Kurkova actually is in real life, as this is still ultimately a commercial to sell a product, the video is a smart in its approach. The friendly tone is striking, coming from a brand that’s often criticized of frivolous high-class luxury.
Those preconceived notions are shattered in this down-to-earth video, which is just what the 2 Series Active Tourer needed.
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