In its latest marketing stunt, BMW played it straight -- all the way from South Carolina to Los Angeles.
To promote its American-made X5 crossover, the German luxury brand filmed a road trip from the car's birthplace at its Spartanburg, S.C., plant directly to a stage at this week's Los Angeles Auto Show. The catch: The crossover took the straightest line possible between the two cities, no matter what obstacles stood in the way.
The 10-day, 11-state journey was orchestrated by BMW's U.S. agency, Goodby, Silverstein & Partners, which plans to convert footage of the trip into a TV ad that is expected to debut in January.
The route, as described by agency partner Rich Silverstein, included several instances where the crew had to get creative. After leaving Spartanburg, the X5 headed into farm country. "Instead of going left or right we got permission to go right across a field on an old tractor road," Silverstein says. When the vehicle came upon the Mississippi River, it crossed via barge, rather than detouring north or south to take a bridge.