Alternative title: April Fools'
Geo: United Kingdom
Agency: FCB Inferno
Chief Creative Officer: Al Young
Senior Art Director: Jon Owens
Senior Copywriter: Kristian Wheater
Producer: Clare Dyer
Designer: Sarni Strachan
Artworker: Steve Clark
Account Manager: Charlie Chidley
Production Company: Smoke & Mirrors
Director of European Communications and PR: CC Clark
Published: April 2018
Synopsis:
BMW LAUNCHES WORLD-FIRST DNA CONFIGURATOR WHICH ‘GENETICALLY ENGINEERS’ CARS TO MATCH EACH DRIVER’S UNIQUE DNA.
BMW has launched an innovative new configuration service which analyses a customer’s DNA then creates their perfect BMW, matched to their unique genetic make-up.
Featuring a DNA strand made from BMW parts and a tear-off DNA saliva swab, which people are encouraged to lick before finding their nearest BMW Genetic Engineering Centre, the print ads will be running in key national press titles.
Each customer’s DNA will be analysed thoroughly to provide a detailed human specification that BMW’s team of Genetic Engineers can use as a blueprint from which to create the driver’s unique vehicle specification.
From gear ratios calibrated to someone’s individual appetite for excitement, to interior finishes reflecting the driver’s unique genetic lineage, BMW’s Head of Genetic Engineering, Prof Jean Splice, claims to be able to “tailor every nanometre down to your last chromosome”.