Mouse digital

Agency Network: 
November 2010

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:

Print advertisment created by Ireland / Davenport, South Africa for BMW, within the category: Automotive.

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

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

Comments (16)

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Highest Rated

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

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

Roger Keynes's picture
Roger Keynes
Activity Score 5498

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

The Jobless Writer
Will Think for Salary

suresh90's picture
Activity Score 620

k but not so great :)

Sdb's picture
Activity Score 1362

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

dadada's picture
Activity Score 1720

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.

fala fulani's picture
fala fulani
Activity Score 254

Which is why ads based on other ads dont make sense

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

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

jackblack's picture
Activity Score 2357

They should've made the stick shift a mouse.

morse's picture
Activity Score 18026

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

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

mdb1974's picture
Activity Score 411

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

shaun1800's picture
Activity Score 293

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
Activity Score 5144

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.

That's it.

shahidali's picture
Activity Score 4069

like it. AD is good.

shahid's picture
Activity Score 6

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

grahambart's picture
Activity Score 24

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

MidasTouch's picture
Activity Score 1024

Bof! :/

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