Sometimes we come across content that really ignites a feeling within us. BMW over the years has worked on the principle that its cars are best showcased in action. Even as far back as 2001/2002 they produced ‘The Hire’ – a series of eight short films starring Clive Owen that highlighted the performance aspects of various BMW cars.
Last week, BMW Canada released an amazing 2 minute video called ‘BMW M5 – “Bullet” – High Performance Art‘ that recreates slow-motion bullet footage on a much larger scale. The interplay of the powerful images changes to serene slow-motion footage of the M5 Sedan breaking through apples, targets and balloons on a salt flat to give a grand impression of a classy yet powerful vehicle.
No call-to-action, no url and no obvious promotional element means that this video can promote the car and entice people to want to drive one. That’s a powerful and emotional idea that exemplifies the thinking behind Share Value.
Car manufacturers are moving away from traditional ads to these more connective and stylized vignettes. Chrysler’s Superbowl spots ‘Imported from Detroit‘ (2011) and ‘Halftime in America‘ (2012) recruited Eminem and Clint Eastwood respectively and didn’t showcase their cars as much as the reason why they exist.
Instead of just pushing product we need to tell stories with real depth and a reason to get behind and drive people to be be proud of sharing. That’s what we try to do.
The One Thing is a result of the daily 10am meetings held in the DDB Canada offices, where our digital teams meet to discuss new online trends, tools and technologies.
Source: Radar DDB. Photo: BMW.