Archive for the ‘BMW’ Tag

Socially Irresponsible Marketing — BMW’s new commercial stoops low.

I just saw a new BMW commercial that is, in my opinion, the epitome of irresponsible marketing. The commercial starts as a couple of depressed-looking business men wearily pedal their bicycles up hill on a gray, rainy morning. The camera then cuts to an equally depressed business man riding a dreary public bus. Jump cut to a shot of a sign from a European petrol station displaying high prices. Then, Mr. Voice Over Guy announces that “Where we come from, high fuel prices are nothing new.” Just then, a shiny new BMW passes the bikers and the bus rider who follow the car with their longing eyes while Mr. Voice Over Guy brags about the number of fuel efficient vehicles that BMW produces.

So how is this socially irresponsible? As the debate rages about energy independence and we race towards peak oil, to paint public transportation and bicycling in such a negative light is despicable. BMW could have made the same point by showing other drivers in giant SUV’s lining up at gas stations and emptying their wallets. But no, instead BMW chose to attempt to stigmatize transportation options that actually make a positive difference in our world. That, my friends, is socially irresponsible. I wish I could afford a BMW just so I could intentionally not buy one!

If you’ve seen this commercial, let me know what you think. If you haven’t seen it and you still have an opinion, let me now that, too. Am I off base?

*********** Update ***********

In response to all those who have argued that BMW, and other corporations, are not concerned and should not have to be concerned with social responsibility in marketing, I wanted to share what I just read on BMW’s corporate website:

“The BMW Group sets new standards in the automotive industry. As an international company, we here at the BMW Group feel socially and ecologically responsible for everything we do, everywhere in the world.”

This information, along with some info on some really good and responsible things that BMW is doing can be found by clicking here and then choosing “Responsibility”.

It is not my intention to beat up on BMW.  If it has seemed that way, that is my fault.  However, I stand by my severe disapproval of the marketing found in the commercial in question. I do hope that they continue to try to improve on their commitment to social responsibility, especially in their marketing activities.