BMW pulls back into Hollywood

[bmer]

Posted: Mon., Nov. 23, 2009, 8:00pm PT
By MARC GRASER

Automaker looks to polish its image in showbiz alliance

BMW stunned Hollywood six years ago when it left the entertainment biz in its rearview mirror.

But BMW now wants to make a comeback, hiring Propaganda GEM as its global entertainment marketing agency of record.

The move comes as BMW have become the favored wheels of villains, while rivals like Audi and Mercedes-Benz have used entertainment to boost their reputations in the luxury car market since BMW's absence.

Propaganda, which also reps Bang & Olufsen, Bulgari, Casio, Lamborghini, Nokia and Panasonic, aims to help BMW recapture control over the carmaker's image on screen through various projects -- including tie-ins with films and TV shows, musicvideos, videogames and new media. Deal also covers the BMW Group's other brands, Mini, Rolls-Royce and BMW motorcycles.

The irony is that in landing the BMW account, Propaganda now has to sever its 13-year-relationship with Audi at the end of the year. Propaganda secured lucrative tie-ins for Audi with films like "I, Robot" and the "Iron Man" franchise over the years, helping the once-struggling brand considerably up its cool factor with consumers in the U.S. Audis prominently appear in the upcoming "Date Night," "It's Complicated" and "The Joneses," as well. Audi confirmed the end of the relationship but declined to comment.

"For us, it was a matter of new challenges and looking to do things differently," said Ruben Igielko-Herrlich, Propaganda GEM's founding partner and co-president of the decision to end its deal with Audi. BMW "has a great understanding of the space. They have experience, but being a leader means you need to continue to innovate and explore new ground or you lose your leadership position."

Continue reading: BMW pulls back into Hollywood - Entertainment News, TV News, Media - Variety

 

[Cashmere]

they could start off by bringing back clive owen and making a follow up of those short BMW films, they were excellent!

 

[klier]

In before "polish the brand by making sports cars the fans want, not some Hollywood sh!t"

 

[Tarek]

In before "polish the brand by making sports cars the fans want, not some Hollywood sh!t"

I agree here..i really want to see a SLS/R8 rival from BMW.

 

[LaArtist]

In before "polish the brand by making sports cars the fans want, not some Hollywood sh!t"

But this is cheaper..
And its all about money...

Let me quote Norah Jones:

If all we talk about is money,nothing will be funny...honey...

I guess they don't understand that

 

[Mr Robert]

I wonder what type of cars were used to boost Audi's image... not the meaningless "halo" cars? Right?

Well, back on track, I'm so hoping for an M3 GTS in the next "the fast and the furious" feature

 

[Centurion]

Well, back on track, I'm so hoping for an M3 GTS in the next "the fast and the furious" feature

Lol, that's the only one I could think of myself. Or alternatively in a movie about the life of Bernard Madoff with a 760L as his cheuffur driven car