The TV ad contrasts an understated and almost poetic voiceover with the visuals of beautiful and increasingly impressive BMW components and technologies. The campaign illustrates the extraordinary cars that BMW produce and the complex technology within while the voiceover ends with the ironic 'It's only a car' endline.

In order for the idea to work, it had to be done on an extensive scale and across all BMW communication – internal and external, above and below the line. The TV campaign allowed Sky viewers to find out more about the brand in a specially created interactive zone by pressing their red button, while on the internet a dedicated microsite was launched containing secret nuggets of information. All campaign elements worked perfectly and continue to establish BMW as a quality conviction brand as well as having an immediate and significant impact on business.