Ad agency Ireland Davenport were asked to create a commercial as progressive and advanced as the new BMW M5. How did they do it? Using the speed and technology bred into the DNA of the car, the agency then used ‘real time’ to show the experience of driving such vehicle. But they allowed the experience to be repeated by using digital satellite television HD PVR technology…
Between 16 and 29 April, viewers not used to experiencing high performance driving first hand, can rewind the commercial and play it back in slow motion to get a better look at the driving dynamics of this sleek and sophisticated car.
“It struck the right balance of showcasing the product and entertaining and engaging the consumer, creating an unforgettable combination,” says John Davenport, founding partner at Ireland Davenport, who adds that the ad is the first of its kind.
“The BMW M5 is without doubt one of the most advanced saloon cars in the world,” says Shane Howarth, marketing communications manager at BMW South Africa. “It was vital that we created an innovative commercial which marries this quality to the outright speed of the fastest car BMW has ever made.”
Did they succeed? Check it out here: http://www.youtube.com/watch?v=HQMpYB96hgQ