With its newest ad, BMW is trying to appeal to a target audience that is outside its core customer range of social climbers.

The marketing campaign, which uses the slogan ‘See how it feels’, will run across TV and cinema, with six print executions as well as an online microsite.

Rather than explaining the pleasure and joy of driving through words, the one-minute clip uses visuals and music to show how it apparently feels to drive a BMW.

This is similar to BMW’s ‘It’s only a car’ campaign, which was its most successful to date in terms of leads. Geraldine Sullivan of WCRS, the agency behind the campaign, says: “We’re expecting this one to perform even better.”

BMW's 'It's only a car' campaign