BMW Korea and ad agency INNORED released a heartwarming ad featuring three young boys getting to drive for the first time. The boys are first seen speaking about their love for cars and their dream to be racers. They get a chance to visit a dealership where they are caught off guard when a rep offers to let them test drive a car on their own. The boys loved the experience of learning to drive.
The commercial ends by stating that these young boys will drive on the roads one day and states that BMW brought joy to people these past 100 years and will continue to bring joy to people for the next 100 years.
BMW Korea's commercial targets middle-aged male consumers, to remind them of their childhood love for cars. Through the ad, the automotive company is also building long-term brand loyalty with young men.