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WCRS unveils BMW xDrive campaign.
WCRS has created a national press and poster campaign to launch the BMW X5 luxury four-wheel drive.
The campaign positions the new-look X5, which competes against marques such as the Lexus RX300 and the Mercedes M-Class, as a vehicle with 'intelligent muscle'.
The ads will highlight its new high-tech, four-wheel drive system called xDrive. XDrive is a computerised traction control system that automatically senses how much power to distribute between each of the X5's wheels to gain maximum traction and efficiency.
Simon Robinson, a creative director at WCRS, explained: 'We wanted the launch campaign to turn the focus back towards the essence of off-road driving and to capture the grandeur and presence of the vehicle itself.'
The ad shows a picture of the car with the strapline: ...
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