• Brandweek, Tuesday, August 11, 2009 10:38 AM

A new campaign breaking Sunday from BMW will attempt to change Americans' long-held perception that diesel fuel is a dirty word, Anthony Crupi reports. It's all part of an "EfficientDynamics" initiative promoting BMW's 335d sedan and X5 xDrive35d crossover on cable TV, in print and online.

The campaign hopes to sell drivers on a cleaner-burning, eco-friendly fuel that doesn't get in the way of performance. "One of the things our research showed us is that affluent Americans don't want to sacrifice performance for fuel efficiency," says Patrick McKenna, manager of marketing communications at BMW.

"The 335d can go from 0-60 [mph] in 6 seconds flat." The new BMW diesels vehicles have been engineered for 20% fewer carbon emissions as well.

The first of two 30-second TV spots will air during the season premiere of AMC's "Mad Men" Sunday. The spots, which begin in darkness, are gradually illuminated by energy-efficient light bulbs. A voiceover says, "Americans are always finding ways to be more responsible."

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