BMW Launches the Advanced Diesel "Changes" Spot

Earlier today we brought you the first of the two ads aired by BMW during this year’s Super Bowl event, both meant to communicate two competitive advantages of BMW. If the first one, dubbed “Defying Logic” focused on BMW's economic commitment in America, the second commercial uses humor to showcase BMW Advanced Diesel vehicles as a cleaner, efficient alternative to other types of vehicles.

Dubbed “Changes,” the second spot pokes America's misperceptions of diesel and highlights BMW's Advanced Diesel vehicles as a cleaner, high-performance, efficient alternative.

“In the spot, the BMW 3 Series Advanced Diesel makes a grand entrance highlighting its smooth, clean, efficient performance and powers away leaving them all in its dust,” a company statement reads.

Alongside the BMW 3 Series Advanced Diesel, the ad, which set to David Bowie's iconic melody "Changes," depicts a truck that emits black smoke, an older-model diesel vehicle climbing up a hill, and pedestrians surrounded by clouds of filthy exhaust.

"We have two clear messages we would like millions of Americans watching the Super Bowl to know about BMW," said Dan Creed, Vice President, Marketing, BMW of North America. "Even in the depths of the recession, BMW continued to invest in America, and as the global benchmark for clean diesel technology, we're challenging stereotypes to show our advanced diesels are part of the future."

Both these messages will be carried through BMW's marketing efforts throughout the year. The Super Bowl advertisements also mark the debut of actor Chris Pine from Star Trek in 2009 and Unstoppable in 2010 as the voice of BMW.