BMW Goes for the Gold With Three New Spots Debuting on NBC During the Opening Ceremonies of the Olympics

The Three 30-Second Spots Highlight BMW's Full Maintenance Program, Residual Value and Safety

WOODCLIFF LAKE, N.J., Aug. 9 -- BMW today announced three new 30-second spots that will air on NBC on August 13th, during the Opening Ceremonies of the Olympics. The spots, created by Fallon Minneapolis, will highlight three characteristics that underscore the value of owning a BMW, namely the Full Maintenance Program, the strong residual value of a BMW, and BMW's inherent safety.

"We are excited that our new BMW spots are making their debut during the Opening Ceremonies of the Summer Olympics," said Jim McDowell, Vice President, Marketing, BMW of North America LLC. "Just as the Olympics recognize and celebrate excellence among athletes from around the world, many of the same values go into the making of our vehicles -- precision engineering, grace under pressure and the ability to go the distance."

Each of the three spots features drivers, and highlights their love of the brand using real life emotions in a unique, and often surprising way, that brings home the message that BMW delivers on maintenance, residual value and safety. The spots can be viewed at http://extranet.fallonet.com/ user name: bmwmedia; password: bmwmedia and include:

Tow Truck: A tow truck and car are pulled over to the side of the road, emergency lights flashing, in a downpour. The tow truck driver gets out and runs back to the car and a voice says, "Hey, what's the problem?" Another says, "I don't know. It just died on me." And the first voice says, "Let's get you into town." The tow truck driver then jumps in the back seat, and the car pulls away, showing it's a BMW. A voiceover reads, "If only every vehicle had a maintenance program as good as BMW's" as a list of maintenance features appear on the screen one by one (Brake Pads, Brake Rotors, Engine Belts, Oil Changes, Wiper Blades, Inspections, 4 Years/50,000 Miles), each with $0 next to it.

Farmer: A farmer opens a barn door and reveals to a younger man an old BMW, covered in dust, with a chicken on the hood. The younger man's jaw drops and he immediately begins writing out a check. When the farmer sees the amount, he says, "Holy." It then cuts to a shot of a shiny, new BMW racing on the road and reveals it's the Farmer in the driver's seat. The voiceover states, "No luxury brand holds its value better than BMW."

Waxing: A man is meticulously waxing his BMW in his driveway. The idyllic setting takes an unexpected turn when it is revealed that the front end of the car is seriously damaged. Nevertheless, the owner continues to take care of that which obviously took care of him. The voiceover then says, "How would you show devotion to the one who may have saved your life?" Please note that the 5 Series used in this spot is the actual vehicle tested by the IIHS (Insurance Institute for Highway Safety) in their offset crash test, further underscoring BMW's emphasis on safety.

Following their debut on NBC during the Olympics' Opening Ceremonies, the spots will air nationally on network and cable channels including Bravo, CNBC and USA Networks for the duration of the Games. The spots will appear throughout the day including during morning shows such as, "The Today Show" and prime time programs. In addition, BMW is producing a parallel ad campaign for Spanish language television, which will air on Telemundo.

"Each of these commercials takes a subtle twist to reveal features that people might not know about or expect from BMW," said Bruce Bildsten, creative director at Fallon Minneapolis. "They're simple, human stories that make you smile, yet they're still unmistakably BMW."

Fallon Minneapolis

Fallon Minneapolis is a division of Fallon Worldwide, a part of Publicis Groupe S.A., based in Paris. Fallon Minneapolis' clients include, among others: BMW of North America, Citi, Dyson, EDS, Holiday Inn, International Truck and Engine Corp., Lee Jeans, Nestle Purina PetCare, Nordstrom, Nuveen Investments, PBS, St. Paul Travelers, and United. Fallon Worldwide is one of the world's most critically acclaimed creativity companies, delivering innovative strategic business solutions for some of the world's leading brands. Additional information can be found at http://www.fallon.com/.

BMW Group In America

BMW of North America, LLC has been present in the United States since 1975.

ROLLS-ROYCE Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand, the MINI brand, and the ROLLS-ROYCE brand of Motor Cars; DesignworksUSA, an industrial design firm in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group's global manufacturing network and is the exclusive manufacturing plant for all Z4 Roadster and X5 Sports Activity Vehicles. The BMW Group sales organization is represented in the U.S. through networks of 340 BMW passenger car centers, 327 BMW Sports Activity Vehicle centers, 148 BMW motorcycle retailers, 76 MINI passenger car dealers, and 25 ROLLS-ROYCE Motor Car dealers. BMW (US) Holding Corp., the BMW Group's sales headquarters for North, Central and South America, is located in Woodcliff Lake, New Jersey.

Information about BMW Group products is available to consumers via the Internet at:

   
http://www.bmwusa.com/
   http://www.bmwmotorradusa.com/
   http://www.miniusa.com/
   http://www.rolls-roycemotorcars.com/

NOTE TO EDITORS: Information about the BMW Group and its products is available to journalists on-line at the BMW Group PressClub at the following address: http://www.press.bmwgroup.com.