KNOW YOU CAN
Crafting an air of quiet confidenceTrue confidence never shouts. So it made sense that any advertising for the BMW X5, with its self-assured size and confident off-road control, should be quietly understated too.
This very direct direct-mailer featured no OTT new car hype. Instead, it combined bold visuals with a sparse, self-assured tone of voice – allowing the inherent confidence of the X5 experience to come through on every page.
Client
BMW
Agency
FCB London
Role
Concept
Copywriting - DM booklet, proofing
Print development and production
![](https://freight.cargo.site/t/original/i/705287cd89644e7d7c9e46fc38ef5e4edc841a55630de9db14762c920cd2d555/X5-3.jpg)
![](https://freight.cargo.site/t/original/i/1b5620c3438056b184e549bb227664e2bb5611cf27810340b04d7f6090a8bab5/X5-8.jpg)
![](https://freight.cargo.site/t/original/i/705287cd89644e7d7c9e46fc38ef5e4edc841a55630de9db14762c920cd2d555/X5-3.jpg)
![](https://freight.cargo.site/t/original/i/7e0486fd86e7e6212d6462e07dec8d2dfa8034ef51a0c5def8f9f30df90caf02/X5-2.jpg)
![](https://freight.cargo.site/t/original/i/5ebd1364913f88d8c847c1875c16557a035ab62cb5c0776d468631e9f0886a81/X5-4.jpg)
![](https://freight.cargo.site/t/original/i/7d685f0c2191db797ec705896a021ddb9ae5950a70da965a423b2c497e0acc55/X5-5.jpg)
![](https://freight.cargo.site/t/original/i/eb531d80c97bec2b421034ef55d3fef606dac3c9be8aa96e680a19d038c90c97/X5-7.jpg)
![](https://freight.cargo.site/t/original/i/1b5620c3438056b184e549bb227664e2bb5611cf27810340b04d7f6090a8bab5/X5-8.jpg)
![](https://freight.cargo.site/t/original/i/59678d303545d7ae848c4d2bea3e7aeb3e5aa5d982242a567b1381b742dfa2e4/X5-9.jpg)
![](https://freight.cargo.site/t/original/i/6b01744b7d4cac40c5e1973814b927b086e51fe867e59c53ffedbe7e0fe8a91d/X5-10.jpg)
![](https://freight.cargo.site/t/original/i/1226263a143f28d3b7c18c0dbd4ea78234c448a388d6d97a4d3caf40fd5bb427/X5-11.jpg)
![](https://freight.cargo.site/t/original/i/55ac9a8735e89137d8178a52b863f9d2c2115daa24d647138afb4c8f86ebf746/X5-12.jpg)
![](https://freight.cargo.site/t/original/i/3073e4e8dc4b11a43f64618deaff839560954e85635550d617cd1c473a4845aa/X5-1.jpg)
![](https://freight.cargo.site/t/original/i/b4ca4f02dde6bab2b6be31f804405df93a50ef3fd196eacecafb62aab43c9890/X5-6.jpg)