BMW Premium Selection: Street

BMW Premium Selection used cars. As if they’d never touched the road.

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO, Milan, Italy
Art Directors: Vincenzo Gasbarro, Luis Toniutti
Copywriter: Lorenzo Crespi
Photographer: Vincenzo Gasbarro

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16 comments

chintan ruparel's picture
chintan ruparel
1516 pencils

good photography, bad idea

~ old habits die hard, older ones never do ~

kre8's picture
kre8
989 pencils

i think theres something in the idea, but theres just too many layers to get there.

pixelbomb1's picture
pixelbomb1
2565 pencils

german company using italian agency?..mmmmm click here.

Sincerely,
Arnold Santillan
714-206-2459

simpsonson's picture
simpsonson
136 pencils

german company using italian agency exclusively in italy...
and the campaigns in the states are made by an agency from the states...

tsunamilaw's picture
tsunamilaw
115 pencils

this is shitty.....hope this hasn't gone to print!

leftfield's picture
leftfield
165 pencils

The thinking is good.

The idea is just a bit of a struggle to land properly.

Maybe you need to rethink the surface.

Bubble wrap.

Maybe a freshly made road with a steam roller in the distance anything to suggesty it's brand new.

Good luck.

Nice execution.

jacksonrabbit's picture
jacksonrabbit
290 pencils

shouldn't it be the car that would need the unwrapping or does that make too much sense?

roman-schwienbacher.com's picture
roman-schwienba...
1021 pencils

yes the photographie is nice but the ad , ???

shrinked virus's picture
shrinked virus
12 pencils

i like the metaphor in the execution, which 'jacksonrabbit' doesn't understand. but as roman said, in other to avoid semantics, they could add something to make the message clearer.

jungleraven's picture
jungleraven
291 pencils

unwrapping further cud hv help th idea...

Kay's picture
Kay
161 pencils

bronze for craft!

addyhoch10's picture
addyhoch10
2592 pencils

i think it's a great idea (but maybe not for the right subject). i can almost smell this new road smell. and the smooth, black tarmac that is hidden underneath this covering...

Rog's picture
Rog
6094 pencils

Forza Italia!
So close, yet sooooooooooo...
A couple too many degrees of separation here.

>>>> That's not an ad. THIS is an ad.

Laurent's picture
Laurent
289 pencils

A used car is a used car! This shows new. Nice art direction but wrongly used.

BME clock's picture
BME clock

Nice idea. But not the surface.

bmw computer chip's picture
bmw computer chip

Yeah, agree. It shows surface must be reedit. There are some more great ideas that that surface.

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