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

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:

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

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Roger Keynes's picture
Roger Keynes
5498 pencils

Okay, it says "internet"... but doesn't say "advanced".

Will Think for Salary

suresh90's picture
620 pencils

k but not so great :)

Sdb's picture
1364 pencils

The mouse is poorly placed, could have placed somewhere where it could have been partially visible..

dadada's picture
1719 pencils

I agree with you, the mouse could be better placed not on the wheel.

Everybody is creative, be yourself.

ivan's picture

But it's referencing that old ad with the real mouse on the wheel.

Ivan Raszl, admin of AotW

fala fulani's picture
fala fulani
254 pencils

Which is why ads based on other ads dont make sense

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

How old is this ad? The interior looks really dated and the mouse too.

jackblack's picture
2261 pencils

They should've made the stick shift a mouse.

morse's picture
15714 pencils

I haven't seen the old ad, but I think if somebody knows it he will appreciate this concept.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

mdb1974's picture
411 pencils

Does not feel modern. Have not seen the old ad. Not many consumers will have either.

shaun1800's picture
291 pencils

Its got internet on board so we'll just stick a mouse on the steering wheel? Come on guys. A wasted opportunity.

Billoughsby's picture
5091 pencils

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

shahidali's picture
4063 pencils

like it. AD is good.

shahid's picture
6 pencils

It's based on this classic south african commercial for BMW

grahambart's picture
24 pencils

Could of used a wireless mouse. would have improved the lines and flow.

MidasTouch's picture
1024 pencils

Bof! :/

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

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