BMW’S new-style sales staff, called Geniuses, are the centre of a new series of advertisements showing how the product experts guide customers through the features of BMW vehicles.

Created by The Story Lab, the global content production house of ad giant Dentsu Aegis Network, the four videos show real-life BMW Geniuses taking customers on test drives and explaining features of the vehicles.

BMW Group Australia general manager of marketing Tony Sesto said the brief “was to push the creative beyond presenting BMW Geniuses in the dealership and showcasing just how unique a test drive with a BMW Genius can be”.

“The video series shows customers on an actual test drive and highlights the bespoke nature of the BMW Genius experience.”

The Story Lab executive producer Sarah-Jane Sands said the content was designed to illustrate the value of a test drive with a BMW Genius.

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By Neil Dowling