BMW: Lamb

To promote BMW's Night Vision system Publicis, Mexico created a press campaign simulating torn prints in order to show how the system "rips" the night apart letting daylight clarity detect people and animals up to a distance of 500 meters.

Advertising Agency: Publicis, Mexico
Chief Creative Director: Héctor Fernandez
Creative Director: Agustín Esteban
Art Director: Agustín Esteban
Copywriter: Antonio Montero
Art Director: Leonardo Corrales
Account Director: Juan Carlos Rached
Planner: Magdalena Barceló
Agency Producer: Marco Pozos
Post production: Estudio Base
Photographer: Diego Arrigoni
Photography Producer: Ezequiel Schnabel
Account Supervisor: Atria Medina
Published: May 2012

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14 comments

Design Central's picture
Design Central
364 pencils

Oucch! Its a nice work for sure!

mmackinven's picture
mmackinven
1600 pencils

Not feeling it, where's the association of paper ripping to light?

10pencils's picture
10pencils
148 pencils

Have to agree with you, mmackiven. The lack of connection made it feel like a climax that didn't happen.

chuckieT's picture
chuckieT
680 pencils

I assume they used paper because this would run in a magazine, sort of creating the illusion you are seeing to the page behind the dark one. I don't see it as much of a stretch considering the medium.

salil.sharma's picture
salil.sharma
2278 pencils

awesome campaign
very creative

everartz's picture
everartz
7611 pencils

lovely!

| Everartz |

killazol1's picture
killazol1
354 pencils

i do not think that it's a nice idea. i mean you can do much better staff. Sorry guys.

WAGA's picture
WAGA
21 pencils

killazo and 10 pencils and mmackinven pls let us all see ur ads here and let us see from u better ads from this ! thank u !!!

The best ideas come as jokes. Make your thinking as funny as possible.

mmackinven's picture
mmackinven
1600 pencils

My ads are for all to see on my blog and I never hide it, although it hasn't been updated with this years work yet. You're more than welcome to comment on them.
This is not a 'who's better' argument, I just can't see the connection in the 'rips the night apart'.

My opinion which I am entitled to :)

Now show us your ads.

WAGA's picture
WAGA
21 pencils

i saw them, very super creative. good luck, bravo :)

The best ideas come as jokes. Make your thinking as funny as possible.

WAGA's picture
WAGA
21 pencils

to all who r commenting pls let us see from u better ads :) especially killazo

The best ideas come as jokes. Make your thinking as funny as possible.

kleenex's picture
kleenex
28056 pencils

great idea.

Bob08's picture
Bob08
749 pencils

It could work.

sanalnileshwar's picture
sanalnileshwar
42 pencils

superb idea. superb.

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