BMW: Mouse digital
Introducing on-board internet.
Now you can experience advanced infotainment and in-car internet, complete with mobile phone and music player features, all from the comfort of your driving seat. For more information visit www.bmw.co.za.
This print ad was run in press in November in South Africa. It is an adaptation of the iconic South African “BMW Mouse” TV commercial originally created for power steering. The concept revolves around linking past innovations with present ones (on-board internet) by replacing the live mouse with a digital version. See link of original: http://www.youtube.com/watch?v=Qf0jvHfTODw
Advertising Agency: Ireland/Davenport, Johannesburg, South Africa
Creative Directors: John Davenport, Philip Ireland
Art Director: Lida Fourie
Copywriter: Anthea Weber
Photographer: Clive Stewart
Retoucher: Jaco Van Eck
Published: November 2010
16 Comments
Okay, it says "internet"... but doesn't say "advanced".
Will Think for Salary
k but not so great :)
www.sureshdeesigns.blogspot.com , www.creativevideoads.blogspot.com
The mouse is poorly placed, could have placed somewhere where it could have been partially visible..
I agree with you, the mouse could be better placed not on the wheel.
Critics are easy.
But it's referencing that old ad with the real mouse on the wheel.
Which is why ads based on other ads dont make sense
How old is this ad? The interior looks really dated and the mouse too.
http://jackmancer.com/
http://twitter.com/jackmancer/
They should've made the stick shift a mouse.
I haven't seen the old ad, but I think if somebody knows it he will appreciate this concept.
What hath God wrought
Does not feel modern. Have not seen the old ad. Not many consumers will have either.
Its got internet on board so we'll just stick a mouse on the steering wheel? Come on guys. A wasted opportunity.
This looks like a dumb literal ad if you don't know the old ad. But if you do know it, it's sure to look like a dumb literal ad instead.
"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett
like it. AD is good.
shahid
It's based on this classic south african commercial for BMW
http://www.youtube.com/watch?v=Qf0jvHfTODw
Could of used a wireless mouse. would have improved the lines and flow.
Bof! :/
//usevertising v.s badvertising//
C'est une question de vie ou de mort.