BMW finally decided to teach Americans the right to drive

BMW of North America and the agency GSD & M launched a US campaign in which promoting driving school BMW Performance Driving School, returned to the people in the days when they were taught to drive a mustachioed instructors and impatient family members with their "cockroaches" about how it should do.

Campaign «Relearn To Drive» - «retrain drive" is aimed at the audience remembered all the flaws of his driving, resulting from non-professional training, and thought about retraining, about rethinking the foundations and processes driving for a more relaxed, confident and safe driving. < br />
Jack Pitney, BMW of North America's vice-president of marketing: «Today, many drivers do not realize how times have changed - and cars - since they learned to drive, and this campaign will thus entertaining wake-up call, which will likely cause us all to learn something -What new ».



The most optimal way to remind people about their driving lessons - is to show them as they are about what happens. Through the eyes of someone taught.


Campaign developed 9 characters: bullied brother, smoking-knowing mom, nerd, dad, grandfather, a war veteran, and others. Each video, filmed in one shot - is one driving lesson: sitting in the front seat, "instructor" unsuccessfully trying to teach a man behind the wheel, which the viewer looks through the eyes of the road, on the dashboard or on the relative good.


















The viral spots that do not contain any mention of any brand, any of the advertised product / service, addresses the audience at the site Relearntodrive.com

For as "anonymous» Relearntodrive.com presented all 9 movies. Once a visitor pretty merry by listening replicas of each character, view video and mentally returning to the days when he had been taught to drive, it goes to a page with more information about the school and rollers with training runs.










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