IF YOU like noses, particularly nostrils, have we got a car for you. A pair of cars, in fact, as BMW launches its latest M3 sedan and M4 coupe with the least modest set of grille intakes this side of an X6.

Now the nostrils, er cars, are being launched through a clever TV ad from Clemenger BBDO Melbourne that blows away – literally – all the rumours about the new M3 and M4.

The scene is a darkened race track highlighted by talc lettering spelling out the comments and rumours about the forthcoming two sports models, including its “controversial grille”.

The two cars then blast through the letters, turning them to coloured dust along with blowing away the rumours about the cars.

BMW Australia general manager of marketing Tony Sesto said: “Rumours are part and parcel of the auto industry but the rumour mill that drives discussion around the M3 and M4 models always takes it to another level.”

“So, what better way to reveal the truth about how brilliant the new models are than to literally take all of that speculation and race it away with the cars themselves.”

BMW and Clemenger BBDO’s campaign is launched across TV and film media and also continues through social media, attracting and replaying comments from people impressed – or not – with the new models.

Clemenger BBDO Melbourne executive creative director Jim Curtis said: “When it comes to the iconic high-performance BMW M3 and M4, there is no shortage of fans.

“This allowed us to work with BMW to celebrate the avid speculation and put an end to all the online talk with a beautiful dose of reality – the cars themselves.

“We also aimed to create a film that simply brought to life the joy of driving these cars. We hope it’s as fun to watch as it was to shoot.”

The production company was Collider. The campaign is running across digital and social channels.

By Neil Dowling