[WATCH] “The BMW campaign recognizes that passion for the brand has no race”

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For years BMW never featured black people in its advertising and now there has been a change, says advertising expert Brendan Seery

Advertising “heroes and zeros” of the week on The Money Show with Brendan Seery, Orchids and Onions columnist for Bizcommunity.

– BMW’s #GenerationJoy campaign is the advertising hero of the week on The Money Show

– It taps into the latest trends and recognizes that brand passion knows no race, says branding expert Brendan Seery


“One of the biggest problems we have as an industry…is that a lot of global brands use global advertising, so you’ll often see a lot of white people in a European city in an ad aimed at South Africa. “

BMW’s #GenerationJoy campaign is locally produced and addresses exactly that problem, says advertising expert Brendan Seery, “Orchids and Onions” columnist at BizCommunity.

It’s also “vibey and colorful,” which is why the car campaign is Seery’s pick for ad hero of the week on The Money Show.

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Screenshot of the BMW #GenerationJoy campaign on YouTube

Screenshot of the BMW #GenerationJoy campaign on YouTube

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The “GenerationJoy” campaign is aimed at young, upwardly mobile people of all colors, but mainly the black notes of Seery.

This marks a change for the auto giant, he says.

It’s a new direction for BMW in a way because for many, many years they never featured black people in their advertising… People would say ‘what’s wrong, don’t don’t you sell cars to black people?’ and they would reply with their typical German upper lip that “no, we don’t patronize anyone and it’s about the cars, not the people or the races”.

Brendan Seery, Orchids and Onions Columnist – Bizcommunity

The reality is that the world has changed and the market has changed and this new ad, which also goes hand in hand with other campaigns… recognizes that the passion for their brand knows no race, but is particularly strong at within the black community.

Brendan Seery, Orchids and Onions Columnist – Bizcommunity

Watch the TV ad below:


Scroll up to listen to Seery’s ad reviews (discussion on car advertising at 3:10)


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