To show that diesel doesn’t have to be a “dirty” word anymore, the commercial has fun with a wife possibly up to no good.

We created a user-controlled experiential site to act as the hub of the larger BMW Diesel interactive campaign. The site allowed users to take a BMW Diesel for a one gallon, 45-mile “drive,” which taught them all about the benefits of diesel while they traveled along some of the most scenic roads in the U.S.

After the launch, traffic to the BMW Diesel site was 18 times higher than during the previous year. Nationally, BMW Centers reported a 51% increase in people contacting them about buying a 3 Series and 5 Series Diesel sedans. On Twitter, mentions of the existing hashtag #bmwdiesel increased by 418% after the site went live.