BMW Z4: Plane
0 - 100, 5,4 sec.
Agency: TBWA\Frederick, Chile
Creative Director: Pedro Muhr Jorge Thauby
Art director: Jorge Thauby
Copywriter: Pedro Muhr
Photographer: TBWA stock
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34 Comments
mmm… i'm missing something?
They trying to say BMW is faster than the jet?
But I think 100 will not be enough to claim can make the jet looks moving backward...
MH
one of the ways to answer a brief is to exaggerate the product benefit.
in this case, the benefit is 'it's fast'.
they've exaggerated it.
cosybay, no need to take things so literally.
i like this ad, it made me think. always a good thing.
Yes but there is such a thing as going too far. In my sophomore ad class my instructor taught us the concept of "permission to believe". Meaning, some ads may exaggerate their product but in a way that it is not overly BS and you can appreciate what the intended message was. In this case, the BMW being faster than a jet, on a scale of 1-10 on the BS meter it is 11.
This ad was a desperate attempt at illustrating how fast something is.
the benefit on bmw isn’t the speed at all. it’s about enjoying driving.
for example bmw's flamingo spot has a focus on speed.
but it’s the bmw and not a jet. so it's about enjoying speed.
it could be used for example for bmw m3- there are similarities to this concept here.
the overall benefit is driving. this ad though is all about speed.
nevermind the exaggerated quality here...i think this spot portrays enjoyment of speed and control well enough...in fact, the driver is so comfortable with the car at 100 that he/she is still able to take in the view.
still nothing spectacular..but good.
www.ashlandic.com
agree with you
We tried ideas like this for Mercedes, but the client hated them. Too exaggerated.
it depends where the agency's situated.
ok, i understand it and i think it's a good idea. but if the plane is photographed in movement, why the clouds aren't? well done, but not too much.
i had the same thought about the clouds myself...maybe theres some weird atmospheric something-or-other that explains that...
www.ashlandic.com
exactly how fast do you think clouds travel? you guys are killing me today! :)
your not really making sense guy....explain yourself.
are you saying that the clouds should be blurred or not? cuz i could imagine an argument for both....
www.ashlandic.com
the_ashlands, are you asking me? i'm saying that the clouds shouldn't be blurred. clouds don't travel as fast as a jet, not even close. why would they be blurry if they are only travelling at say 15km/hr? it's got to do with the theory of relativity.
also, i'm not a "guy".
Cheers.
i didnt mean guy in the sense that your a man, its just a boston saying i suppose.
i thought the clouds should have been blurred in the first place anyhow...but, whos to say how far away those clouds are in relation to the car and the jet tho? the clouds should most likely be blurred.
i dont know why im having this conversation...i really dont even care about this crap.
www.ashlandic.com
me neither.
it's a case of "the Mondays". I wasn't offended by you calling me guy. I just wanted to clear up that I'm not a guy. I found myself going off on big long descriptions today, for no real reason, other than maybe i'm bored.
cheers to you sir boston.
'the mondays' it is then!
haha....take care elle
www.ashlandic.com
im glad you two made up :) this discussion was more fun than the ad. ;)
/LAZ
haha me too... I sometimes enjoy more the comments than the ads themselves like in this case
Cheers to all!
stupid ad.... unless i miss sth
leave the literalness for the client people. we're in ADVERTISING!
rd
change the client to one of the supercar maker then this will work...
criticize is way easier than create. use more brain.
nice idea.
Nice thought! Go ahead.
idea is not clearly
They screwed the idea by having that line. It kills what the visual is so very well conveying in the first place.
the main line should be something like "fly" i suppose and after that 0-100... as a subline.
WOW!!! thats an awesome speed for a car moving backwards or did the visual take me for a ride?
very weak.. primitive
i understanding the right shape ,but i think speed isn't importance, character first.