# Alphabetic Road Auto Ads These BMW X5 Ads Use Death Valley Roads to Spell Out Messages By Laura McQuarrie | Published 2014-06-07 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/death-valley-roads References: [coloribus](http://www.coloribus.com/adsarchive/prints/bmw-x5-deathvalleymessages-3-19353555/) In this print series of ads for the [BMW](https://www.trendhunter.com/trends/heart-of-joy) [X5](https://www.trendhunter.com/trends/kith-and-bmw-1), nature poses a series of challenges to drivers, as spelled out by some shapely Death Valley roads. The ads convey that the new BMW model is "Made for whatever nature could ask for." As it is made quite clear from these roads that form a variety of letters from the alphabet, there are tons of sharp curves and challenging roads in the very appropriately named Death Valley. Although the messages look quite gritty and dark from being shot as aerial views over the dirt-filled landscape of Death Valley, the messages are quite humorous, like one [BMW X5 car ad](https://www.trendhunter.com/trends/bmw-fragrances) that reads: "Own me, traction master." ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 15% | Activity: 37% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Key Themes Behind This Trend - **Nature-inspired Advertising:** Exploring creative ways to incorporate natural elements into advertising campaigns. - **Humorous Message Delivery:** Using humor to engage and entertain consumers in advertising content. - **Challenging Road Experiences:** Highlighting the performance capabilities of vehicles by showcasing their ability to tackle difficult road conditions. ### Where This Applies - **Automotive:** Opportunity for automakers to create innovative advertising campaigns that emphasize the capabilities of their vehicles in challenging environments. - **Outdoor Recreation:** Opportunity for outdoor gear and adventure companies to partner with automobile manufacturers to highlight the compatibility of their products with challenging road experiences. - **Marketing and Advertising:** Opportunity for marketers and advertisers to explore unconventional methods of message delivery to captivate audiences and create memorable brand experiences. ## Related on Trend Hunter - [Unconventional Vehicle Control Ads](https://www.trendhunter.com/trends/heart-of-joy.md) - [Travel-inspired Brand Campaigns](https://www.trendhunter.com/trends/road-and-beyond.md) - [Adventure-Inspired Auto Ads](https://www.trendhunter.com/trends/made-for-what-youre-made-of.md) - [Romantic Luxury Vehicle Ads](https://www.trendhunter.com/trends/gclass-stronger-than-diamonds.md) - [Supermodel-Backed Automotive Campaigns](https://www.trendhunter.com/trends/bmw-dare-to-be-you.md) - [Artistic Vehicle Driving Features](https://www.trendhunter.com/trends/bmw-digital-art-mode.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Vampiric Car Commercials](https://www.trendhunter.com/trends/mercedesbenz-immortal-love.md) - [Performance Luxury Rebrandings](https://www.trendhunter.com/trends/bmw-alpina.md)