Aurora Straus - Power Has Come a Long Way - BMW | Clapboard Ad Archive

BMW’s 2019 campaign Aurora Straus - Power Has Come a Long Way, created by Serviceplan for the United States market, leverages the compelling story of Aurora Straus, a professional race car driver and Ivy-League student, to underscore the brand’s commitment to empowerment and gender balance within the traditionally male-dominated automotive industry. Launched strategically around International Women’s Day, the film centers on Straus as a symbol of determination, excellence, and breaking barriers, aligning BMW’s performance heritage with the progressive values of inclusivity and female ambition. Rather than focusing on product features or direct testimonials, the campaign employs a narrative that celebrates Straus’s achievements and aspirational qualities, tapping into what Clapboard’s taxonomy identifies as FORMAT#10—Associated User Imagery—where the target audience sees a relatable or aspirational figure embodying the brand ethos. This approach situates BMW not just as a maker of high-performance vehicles but as a champion of social progress, linking the brand to broader conversations about equality through engagement mechanics like hashtags #BalanceForBetter, #IWD2019, and #GirlsWithDrive, encouraging audiences to tag women who inspire them daily. The single film asset serves as a cultural touchpoint that transcends conventional automotive advertising by fostering dialogue on representation and empowerment in sport and beyond. The campaign’s timing and focus on a real-life figure bring authenticity and immediacy to BMW’s message, positioning the brand as forward-thinking and aligned with a diverse, dynamic audience that values both excellence and social impact. Clapboard rates this campaign 69/100. This campaign matters because it demonstrates how automotive advertising can extend beyond technical prowess to embrace cultural narratives that reflect shifting societal values while targeting emerging consumer identities.