Ireland/Davenport pushes barriers in BMW ad

Ireland/Davenport has created an ad for BMW that was shot underwater in Dahab, Egypt.

Directed by Greg Gray of Velocity Films, the ad aims to highlight BMW's EfficientDynamics philosophy.

Titled Diver, the ad features World Freediving record holder Guillaume Nery in a re-creation of his most recent dive to the world record depth of 113 metres. The voiceover explains that although everyone has the same lung capacity and everyone breathes the same air, it is how the body is able to use the air that sets freedivers apart from the rest. The narration emphasises that diving technique and the perfect economy of movement are essentially what it takes to get the maximum performance out of just one breath of air.

Ireland/Davenport head of strategy, Jason Knight, explains the background thinking behind the creative execution: "The new TV commercial is part of an integrated communications campaign intended to illustrate BMW's philosophy around increasing fuel efficiency and lowering CO2 emissions, without compromising on its fundamental commitment to performance and driving pleasure. The essence of the communication is: Less fuel, more performance, a counter-intuitive statement which has formed the back bone of BMW's engineering philosophy over the past 30 years. BMW EfficientDynamics is a holistic philosophy encompassing a number of technologies and innovations all aimed at a single goal - maximising the joy of the drive from the least amount of fuel."

Click here to view the ad.