‘Marginal Gains’ is one of the sporting world’s buzzwords de jour and BMW has jumped on bandwagon by taking its England Rugby partnership to the next level by introducing a range of ‘RU’ mouth guards for players.
In a witty, slightly droll campaign fronted by England Rugby captain Chris Robshaw through a YouTube video, the German car brand unveils its new RU Series – a new line of mouth guards giving players the same impact protection as BMW drivers.
Scrupulously tested by BMW engineers, the mouth guard is built from ‘ethylene-propylen-dien’ rubber (the materials used in standard protection in the door seals of all BMW models) and the interior of the guard using tyre tread technology and grips.
Of course, BMW’s signature ‘kindey grille’ sits prominently between the front incisors playing the role of a recognisable brand motif and an ‘elegant respiration vent/.
The campaign has its own web hub and it is being promoted across print and social channels too.
All the protection you’ve come to expect from a BMW, bite-sized. http://t.co/k58D7Q8aD3 #motormouth pic.twitter.com/s0WbhG5dSV
— BMW UK (@BMW_UK) April 1, 2015
Comment
As the prank publicity states: ‘Rugby players will be chomping at the bit to get their mouth around the latest innovation in protection from BMW who have developed the ultimate rugby mouth guard which will be rolled out in the lead up do the biggest event in rugby.’
Links
YouTube
https://www.youtube.com/watch?list=UUQO5Ex9z6V6FIpbZ2gf3NZQ&v=AqZ_fwEOoK8
Website
http://www.bmw.co.uk/en_GB/topics/campaigns/2015/motor-mouth.html
