BMW



If you have never seen the work of Theo Jansen, it's incredible stuff. I like what BMW is doing here. By celebrating the work of this artist/engineer, they are in fact "Defining Innovation." BMW is the epitome of a brand that merges art and engineering - so Jansen is a good fit. The spot is well filmed and directed. It's educational and inspiring. I'm glad this spot was made, both as an advertising guy and a regular person.

via elmaltshift

14 comments:

Martijn said...

Here's the original post and more info and a video about Theo Jansen.

Stiletto Tongue said...

Beautiful. Stunning really. And quiet. I think I liked that the best. The calm in this ingenuity.

Now that may be the best car commercial I've ever seen. Though I'm not a fan of Bavarian Motor Works for political reasons, this almost got me.

Anonymous said...

Beautiful, sure. But I still don't understand how BMW has anything to do with it. They've essentially bought someone else's life passion and stamped the BMW logo on it.

Littlejohn said...

Or, as they put it, they are "Defining Innovation." You're right, there's no hard sell - but who wants to be sold hard. Stamping the BMW logo, as you say, on someone's life passion makes BMW the authority on passion, innovation, and design - sounds like a good fit to me. And keep in mind this is one piece in a huge body of marketing work.

Yves Van Landeghem said...

I'm not sure the BMW brand has enough credibility on the innovation front.

They lose the case by portraying the work of one man (as opposed to a mentality, shared by more) and trying to claim the same spirit, just like that...

Basking in reflected glory' if you ask me, but they're a bit too far off to catch a lot of reflection.

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