This document summarizes an advertisement for the BMW Z3 created by advertising agency SCPF in January 2000. The ad replicates the simplicity and beauty of a shark's body to advertise the BMW Z3 roadster. It aims to portray driving the Z3 as making the driver the "king of the road," like a shark is king of the ocean. The ad was very successful, winning several international and Spanish advertising awards.

1. Unit 18 – Advertising : Task 1

2. Task 1
BMW Z3 Advert
This is an advert advertising the new
BMW Z3, this advert was produced in
January 2000 by a company called
SCPF Advertising Agency
Created at SCPF
Creative Executive Direction: T. Segarra
Creative Direction: J. López, P. Monzón
Art Direction: B. de Arteaga
Copywriter: B. de Arteaga, J. Rodríguez
Photography: BMW Mediapool image bank
Image Edition: Callejón del Arte, B. de Arteaga
Account Handlers: D. Mtz-Tessier, C. Abril, I.
Muguiro
Marketing Executives: I. Fdez-Simal, M.
Morgado
Product: BMW Z3 roadster
Client: BMW
Year: 2000
INTERNATIONAL AWARDS
Gold Lion (Press). Cannes Lions 2000
Gold Lion (Poster). Cannes Lions 2000
Gold Pencil (Poster). The One Show
2001
Merit Award (Magazine Colour) The
One Show 2001
Merit Award (Magazines Colour) D&AD
2001
SPANISH AWARDS
Grand Prix graphic. Festival de
Publicidad de San Sebastian 2000
Gold Sun (Press). Festival de
Publicidad de San Sebastian 2000
Short list. C de C 2001. Spanish
Creative Club

3. Task 1
BMW Z3 Advert
This advert was produced to replicate
the simplicity and beauty of a sharks
body to advertise the BMW Z3
Great whites use their speed and
colouring to help them hunt. They search
for prey at the surface of the ocean while
swimming below. Once they spot a target,
they use a burst of speed to bump their prey while
simultaneously biting it.
They’ve used the characteristics of a shark and embedded them into the BMW
They have aimed to there advert towards wealthy men, also BMW are implying that driving this car
will make you the king of the road, as a shark is the king of the ocean. This is suggested by using a
shark as their primary object in this advert. A shark is seen as a masculine ferocious
predator and dominates of the food chain, and men who buy this car will be highly
respected and appreciated. This ad could also cause a conversation between people discussing
the uncertainties and therefore making more and more people learn and here about the new BMW.
I personally think this is a great advert, this is because of the way BMW have enticed
the customer. The advert hasn't used any fancy slogans or brimming the advert with
useless information, it is just simply a pictures of their car contrived to look like a shark.
It makes the audience question the advert and make it look at the advert in fine detail.

4. Task 1
Nike Shoe
This advert was produced to advertise Nike unveils
a new initiative called “Restoration”, where Nike’s
oldest but most iconic shoes are updated with more
cutting edge material and technology
The product is a trainer designed and created by Nike.
The purpose of this ad is to make the customer
understand and appreciate the amount of work that goes
into making one of their shoes. This effect is achieved by
making the shoe a similar size of a building. This gives the customer an idea of how
much effort and time goes into making just one shoe. The products main audience is
young people, male and female, who use trainers regular and are looking for a well
made reliable upgrade. The photo may also be admired by small children as they
may find the small people in the picture amusing. This ad can be easily reached by
the target audience as it would be on display in shoe shops and at bus stops. This is
a humorous and surreal advert, as giant shoes and tiny people
are not real, which is also why a child may find it funny.