Australian Bureau of Motor Ways

BMW Australia has seized on the opportunities associated with the date April 1 to launch an integrated advertising campaign for the 1 Series M Coupe. A print advertising campaign, featuring the recall of misleading license plates, leads to the web site,, and a highly revved online commercial. “Some Try Hard. Some Go Hard”.

BMW Custom Plate Recall

“Custom plates are no longer permitted to make wild assertions of a vehicle’s performance, its perceived effect on members of the opposite sex, or the otherwise ‘sikness’, ‘hotness’ or ‘badness’ of a vehicle, where the vehicle in question is neither ‘sick’, ‘hot’, ‘bad’ nor possessing any kind of ‘ness.”

Filed under: BMW, Commercials, Interactive, Print