BMW Taps Into Its Commitment to Art for BMW Z4 Campaign

BMW sought an innovative approach for the launch of the all-new BMW Z4 Roadster, and had to look no further than its rich legacy of commitment to art for inspiration. The result, an aesthetically powerful marketing campaign entitled "Expression of Joy," rolls out in early May. The campaign, which relies heavily on vibrant video content, includes an MSN.com homepage takeover on May 11 with which BMW will be the first advertiser to make use of the Web site�s new feature - an expandable video unit that will allow users to view the BMW Z4 spot in full-screen mode. Also, the conventional 30-second spot is complimented by a 30-minute documentary.