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The BMW M4 Coupé tackles uncharted territory.
Tags: advertising, bigcreativeidea, bmw, critique
This is a great ad because it marries an enormously Big Creative Idea with unmistakable brand and product ID. In this day, when so much advertising creativity is self-indulgently disconnected from brand and business considerations, it is so great to see BMW produce an ad that both grabs you emotionally - even makes you sweat - yet also leaves you with crystal clear understanding of who the star of the spot is. There's no question that this is a BMW M4 ad!
Compare this to the Volvo, Jean Claud Van Damme, spot. It's Big Creative Idea was, supposedly, around showing the precision of the trucks - yet most who see that ad walk away with memories of the split, not remembering the brand of the trucks.
Or think about the dancing guinea pigs or gerbils or whatever they are. You know the commercials. They're great - extremely creative and cute. But what brand are they advertising again?
BMW nails a strong ad - delivering a clear message about the performance of this new model in a creative/innovative way. You remember the ad. You remember the brand. 5 Stars!
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