Auto Racing

DTM makes its return. BMW Motorsport Advertising Done Right.

This week marks the countdown to the biggest auto race in the USA, The Indy 500. I’m not a huge Indy fan, nor am I a NASCAR guy. I tend to like auto racing that isn’t based on an oval track, where the cars turn more than just left. I know, all the NASCAR fans just groaned and said “He’s missing the point”. None the less I am sticking to guns and watching SCCA, Formula 1, Rally, etc.

Now with that said, to help kick off this big racing week here in America, I am posting a little bit about BMW racing. Come on now, There is a lot of German heritage in this country so humor me, and this is one hell of an advertising campaign to promote BMW Motorsport and celebrate BMW M’s 40th anniversary.

To introduce the BMW German Touring Car Masters team, BMW has launched a new print and video campaign built around “Welcome to the team. Come closer”. The campaign emphasizes the involvement with racing fans and offers an opportunity to experience BMW racing even more direct and unfiltered.

The campaign was implemented by Service Plan in Munich and has been distributed on an international level. Creative Director Matthias Harbeck, says the campaign is designed to make BMW racing feel closer, more personal, intense and a dynamic show. The campaign highlights the brand by bringing the excitement of racing to the fans and at the same time to differentiate BMW from their competitors.

The printed portion of the campaign uses beautiful photography that highlights the racing cars on the track. Dramatic lighting and camera angles help accent the intense feeling of being at the track watching the car and drivers preform. There is a minimal amount of copy which allows the images to sell the brand. A simple call out to the BMW Motor Sport website and the “Sheer Driving Pleasure” tag line are all that is needed.

The companion YouTube video has a really nice feel to it. The editing is spot on accentuating the fact that this is a team sport. There are some really nice slow motion shots of the car in action combined with re-timed footage that adds drama to the video.

In addition to the video embedded here, there are 10 short films at the BMW Motor Sport channel on YouTube, including the BMW Motorsport Showroom movie.

All of this is combined with posters, advertisements, autograph cards, branded ticketing agents, flyers and give-aways as well as the branded features from hospitality, to the paddock behind the racetracks. All of this is targeted to include special guests and the public.

In addition to the traditional advertising materials, BMW has developed required reading for all BMW fans with a 200 page magazine titled “110%”.The magazine is available at tracks where BMW is competing as well as BMW dealers.The magazine is a glossy book that deals with all things relating to BMW Motorsport, including  behind the scenes with BMW racing, driver and the team portraits, the track circuits and of course the new BMW M3 DTM. Through out the magazine there are QR codes which are tied directly to additional interactive content, and a BMW Motorsport micro sitewith even more video, images, and an on-board 3D video of the new M3 DTM in action on the track, as well as a complete pit stop action from eight different angles.

A Day in the Life of an Audi Driver. Allan McNish, on Driving Le Mans.

This being Memorial Day weekend, there are a few traditions that happen every year. The Indianapolis 500 is run, and people all over America bar-b-que and hang with family. This is for all the racing fans out there. If you watch the Indy 500, I know you will appreciate this video for that is currently at the Audi Channel on YouTube.

Audi has created a new  video titled “A Day in the Life of an Audi Driver”. It has a really nice stylized look and combines video, animation, motion graphics, and CGI work to create a great 3 minute story that encapsulates what driving Le Mans is like. Audi’s video shows Audi Team Joest driver Allan McNish talking about the hundreds of people and hundreds of hours that go into planning for the 24 Hours at Le Mans race.

As I meantioned earlier the video currently lives at Audi’s YouTube channel but will be broadcast to the world on May 28 during Saturday’s UEFA Champions League final soccer game.

The 24 Hours of Le Mans takes place June 11-12 at Circuit de la Sarthe in France.

 

2011 F1 Racing Posters.

The Formula 1 Racing season has begun, and with it have come a new line of F1 posters designed by PJ Tierney from Ireland. The posters remind me of classic racing posters from the late 1950’s through 1960’s with simple graphics, bold color pallets, consistent layouts, and a unified use of typography across all of them.

There is an interview with Tertulias de Fórmula 1. on Tierney’s blog which sheds additional light on his design process, and inspiration.

1978 Japan Grand Prix, Suzuka Program.

A friend of mine emailed this image to me earlier today. I don’t know a thing about the designer, or where it was made. I do know that I like it. I love the high contrast black and white theme and the tension created between the ground plane and the background. I’d love to take this look and create an animated racing short.

If anyone reading this can give me some insight to the designer, or the origin of this program cover it would really be appreciated.