Automotive: The BMW 5 series GT development - why it's worth every penny.

This is the kind of advertising that is most believable. Is it even advertising? Well, according to conventional rules, it's not. Because it's not a TVC. It doesn't have a Big Hairy Audacious Creative idea. It doesn't win you awards. It doesn't make all the big creative people smile in the boardroom. It's just a video. It's a launch video with a message. And it says everything it needs to say - the BMW 5 series GT took a hell lot of time, a hell lot of effort, from a hell lot of people, going through a hell lot of tests to show a hell lot of story. But at the end of the video, it's succinct. To all you BMW lovers, it's worth every penny and it's worth every one of your sleepless nights dreaming about the perfect robust 4-seater sports. It's time to own one.

The new BMW 5 Series Gran Turismo.

The good:

Simple video with strategic coverage of all important functions and features. The split screen tells more story in a single second, the choice of music brings forth more emotion than a VO. And I think (although at first glance, it's strange) it's a really nice detailed touch to use the German word 'interieur' versus 'interior'. Typo or not, that kinda seals the German DNA and automatically filters out Tom, Dick, Harry and Jo. Absolutely love the last shot of those eyes and how they blink at you.

The bad:

Sorry for nitpicking but there ARE some spacing error. Otherwise, perfect.

The ugly:

Nothing about the car; it is a beauty to behold; the long panning frames of 5 series GT on cruise mode and signature still shots pretty much tell the entire story. The last sign off line instigates the heart. EXCEPT (maybe zis germanz didn't know...), "When was the last time, you did something for the first time?" was Emirates' recent campaign line :S (boo boo). Just for reference, it's exactly the same right down to the last question mark.

But you know, it's really forgivable since I think this commercial was aired two years ago. But see my point is, if every 'big idea' conceivable had been conceived, then how should we evolve in advertising? Hmm. If you ask me? Hey, the line still works for Beemer. But you know, the feeling of it being used (so widely) before? Hmm.