BMW to spend F1 money on films

Posted on Author Keith Collantine

It’s bad enough BMW has chosen to quit F1.

But now according to Variety magazine they’re going to used the money they’ve saved putting more adverts into films:

BMW stunned Hollywood six years ago when it left the entertainment biz in its rearview mirror. But BMW now wants to make a comeback, hiring Propaganda GEM as its global entertainment marketing agency of record. […]

BMW still doesn’t boast a major marketing budget, but it recently freed up millions by pulling out as an official sponsor of Formula One racing. It will funnel some of that back into entertainment after sponsoring the 2012 Summer Olympics in London.

F1 loses a team, films get even more crass product placement. There’s a lose-lose situation.

BMW famously put James Bond – usually spotted in an Aston Martin – behind the wheel of a Z8 in 1999’s “The World is Not Enough”. The unloved Z8 was canned after just four years in production. Bond’s was sawn in half and even that was probably too good for it.

The article also reckons BMWs “have become the favoured wheels of villains.” But I think that’s a bit harsh on Nick Heidfeld and Robert Kubica.

Will BMW get better brand recognition from product placement than they did out of F1? At least this way they don’t have to come up with excuses for being beaten by Mercedes.

Via Autoblog