BMW ad campaign bets on 'kinetic expressions'

As the new BMW 5 Series is arriving in Middle East markets, all eyes have been on the model's global marketing and advertising campaign, which involves 714 'floating' kinetic balls – acclaimed by BMW designers as being 'symbolic of the creative design process that gave birth to the new 5 Series'.

A teaser campaign was launched earlier via a series of ads under the strapline 'An Exhibition of Beauty'. The kinetic sculpture which is based in BMW's Welt Museum, covers an area of six square metres and features aluminium balls hung with fine steel wires (an almost invisible 0.2 mm), each moved by individually computer-controlled stepper motors, but giving the impression of defiance of gravity. As the balls 'float' up and down, they alternately form abstract shapes and contours of the new BMW 5 Series.

Mohammed Fawzi, Marketing Manager of BMW Group Middle East, said: "The beauty of a BMW is based on ideas and in the case of the new 5 Series; the designers' idea was to re-invent dynamism, using distinctive and elegant lines. The creative design process of the 5 Series is represented by the kinetic sculpture, combining superb engineering with precise manufacturing. It is BMW's latest expression of joy.

"Every effort has been made to ensure that the driving experience of the new BMW 5 Series can truly be compared to an expression of joy. We believe it will outperform its predecessor model in the Middle East market and we look forward to its arrival."

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