According to Phil Horton, Sales & Marketing Director, BMW: "BMW South Africa was one of the first countries in the world to see the value of creating a premium used car brand. However, the 'Approved Used Cars' phrase that we coined over nine years ago has now become a standard phrase in the industry. We therefore felt it was time to elevate our brand, thereby setting a new benchmark in the industry."
Copywriter Avital Pinchevsky of TBWA\Hunt\Lascaris says: "Our brief was to create a unique advertising campaign that would visually demonstrate that BMW Premium Selection - Approved Used Cars are essentially unaffected by time.
"As such, we decided to take the intellectual high ground and align ourselves with time theorists who assert that time is a man-made concept and does not really exist. In doing so, we are visually representing the fact that BMW Premium Selection - Approved Used Cars are effectively as good as new."
