Beyond Smart

BMW Advertising has always seemed effortlessly elegant; the perfect combination of haughty confidence and alluring charm – the boys club you always wanted to belong to. The latest print execution by Ireland/Davenport exemplifies my theory in one perfect image while offering an honourable salutation to their Television Commercial from over two decades ago. With it, the agency has been able to capture the attention of both an old and a new audience in one clean-cut execution.

Kids will look at the mouse on the steering wheel and grasp the concept immediately. Anyone who grew up in the 80s will know that this reincarnation is a nod to the Television Commercial that announced power steering in the BMW 318i – by way of a memorable performance from one little mouse. Directed by Keith Rose of Velocity Films, the TV ad shook the industry at the time, drawing attention to the ingenuous importance of what it is you put in front of the camera – despite what may be going on behind it. Less is more and this too was beyond smart!

They say you can now book opera tickets, order for your latest book-fad from and do just about whatever else you may like to do online – all in the comfort of your own car. This worldwide first is definitely a coup for German driving giant BMW, and what better way to say it than through a clean, clever and sharpshooting print ad that tells you what it needs to – just like that.

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