FCB Inferno creates ‘Baby’ aftersales campaign for BMW

Ads, Advertising

Automotive aftersales is a category which is overcrowded with independent mechanics and dominated by price and other rational offers. BMW needed to stand out and lever the brand in order to persuade BMW drivers whose first instinct is to look to the independent repair sector for their car-servicing needs.

‘Baby’, created by BMW’s agency of record FCB Inferno, cuts through the clutter visually and emotionally. Harnessing a simple insight, the campaign brings to life how customers feel about their BMW and states how BMW feels the exactly same way about their car – they built it after all, so they take care of every BMW like it’s their own. The level of care and attentiveness with which BMW technicians treat every BMW gives BMW owners confidence that the only place to service and repair their prized possession, is a BMW approved service centre.

FCB Inferno’s Chief Creative Officer Owen Lee said, ‘Aftersales advertising has always been functional and rational. We wanted to remind people of the emotional connection they had with their BMW when they bought it’

The campaign launched this week and will run across Digital Out of Home, Digital Display and Facebook in November and December.


Executive Creative Director – Owen Lee

Art Director – Jono Owens

Copywriter – Kris Wheater

Strategy Director – David Napier

Senior Strategist – Jason Edwards

Managing Partner – Katy Wright

Senior Account Director – Laura Kelly

Account Manager – George Bell

FCB Inferno is the London agency of global advertising network FCB. The network dates back to 1873, and now has 9000 employees in 90 countries, with 200 at FCB Inferno.  FCB Inferno’s clients sit across industry sectors and currently include the UK Government (for which they created the This Girl Can brand), BMW, NIVEA, Sky and UEFA. FCB Inferno received two Grand Prix awards at Cannes International Festival of Creativity in 2015 and 2016. FCB Inferno has been voted the top UK agency promoting good causes in 2016 by The Good Report, ranking third overall in the list of international agencies.