Question is which of them do you have eyes on — the girl or the car?
That's the idea behind a BMW digital ad campaign where sultry US supermodel Gigi Hadid gets into the BMW M2, one of five that are all being driven fast in a vehicle choreography on a wide open road in an attempt to make the audience lose track of which car she's in. They are then asked to guess which of the numbered car Gigi is.
If the player picks the right M2 Coupé, the campaign’s digital architecture leads into the digital M2 Coupé showroom of the BMW sales company in the player’s country.
The ad also suggests in a provocative way that as sexy and beautiful as Gigi is, the M2 has enough of its own allure to pull your eyes away.
BMW has set up a microsite for the M2 ad eyesongigi.com, which is heavy on visuals and the copy on it reads: "Only have eyes for Gigi? Or did the M2 just steal your heart? Packed with pure power and performance, when you see the M2 in action, it’s hard to focus on anything else."
Alternatively, hop over to its USA Instagram page which lures you to read between the lines when it writes about the "striking curves" and "dominating presence", which could refer to either the girl or the car. Or both. It lets the individual draw his or her own conclusions.
Since the video clip above was posted on BMW's channel on YouTube yesterday, it has rapidly attracted over 470,000 views in less than 24 hours (Update: The M2-Gigi video is so hot it has powered past 3 million views as of April 19). The star power of both are simply undeniable.
“BMW is such an iconic brand. The fact that I get to be the face of this campaign is definitely a career highlight for me. The M2 is such a cool, fun car,” said Gigi.
Gigi liked the unusual campaign idea: “When they came to me with this concept, I loved it, and was honoured to be a part of it. I had a blast working on this project.”
To guarantee the new “fan of the brand” continued driving fun over, BMW will provide the top model with her own M2 Coupé for six months.
Gigi, of Dutch and Palestinian ancestry, is the girlfriend of British singer and songwriter Zayn Malik.
She was born in Los Angeles and began her modelling career when she was only two years old. “Eyes on Gigi” is the first time the top model has worked with an automobile brand. The 21-year-old has also done some acting but is best known as a Sports illustrated model.
The digital spot kicked off an integrated campaign for global rollout through TV, digital, social media and CRM channels, starting last Thursday. The “digital-first” approach preferred for the first time for “Eyes on Gigi” also benefits from Gigi’s strong social media presence. With 16.1 million subscribers on Instagram, nearly 1.9 million followers on Twitter and 2.6 million fans on Facebook, Gigi is a woman of influence.
The M2 was introduced to Malaysia in March. With only a handful of units available in the country, it only comes in Long Beach Blue Metallic colour and is priced at RM498,800.
The M2 uses a turbocharged 3.0-litre inline six-cylinder engine which produces 370hp at 6,500rpm and 465Nm (500Nm overboost) of torque from 1,400 to 5,560rpm. All that torque is relayed to the rear wheels via a seven-speed M-double clutch transmission (DCT) with Drivelogic and integrated Launch Control function.
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