BMW of North America's first sport-utility, the X5, will get a big-time debut early next year.
BMW will advertise the X5 with two 30-second commercials during the Super Bowl, said Jim McDowell, vice president of marketing at the company.
Between now and the end of the year, the new Z8 roadster will get most of the carmaker's advertising, even though the two-seater doesn't arrive until sometime in the first quarter.
The Z8 advertising push breaks tonight, Nov. 1, and is tied to the automaker's partnership with the upcoming James Bond movie.
'The advertising really is not there to sell Z8s,' McDowell said. 'We're telling a story about the B MW brand.'
The Z8 won't need advertising because of its limited availability and already keen interest from prospects, he said.
BMW is expected to sell only hundreds of Z8s. The price tag: about $100,000 each.
Twenty affluent prospects took advantage of BMW's invitation to go to London in April to watch the filming of the new Bond movie, The World Is Not Enough.
The film hits theaters Nov. 19. It is BMW's third straight tie-in with Bond films.
BMW's ad agency, Fallon McElligott in Minneapolis, created two commercials and several print ads for the campaign.
Both spots use footage from the movie. One shows three guys in raincoats, who look like spies. Two are talking in code ab out Bond and his BMW. The third joins the act, but the surprise ending reveals he's not talking in code.