The World's Longest Banner

Agency Network: 
Published/Aired: 
February 2011
BMW:  The World's Longest Banner
BMW Digital Ad -  The World's Longest Banner

Description

Digital advertisement created by Cundari, Canada for BMW, within the category: Automotive.

Advertising Agency: Cundari, Canada
Chief Creative Officer: Brent Choi
Copywriter: Brian Murray
Art Directors: Raul Garcia, Marcella Coad
Interactive Designer: John Filleti
Associate Creative Director: Cory Eisentraut
Account team: Daryn Sutherland, Katie Lynn, Devon Enright
Development: Jonathon Lee
Media: Media Experts / Karel Wegert
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Highest Rated

CuriousPencil's picture

Good question: does that 'great idea' just need the right client/situation/context/opportunity/ball-size/Large Shoutiness/product in order for its success to shine through, or is it just a shit idea?

Let's hope the creative team on this one come down and have a chat to share their experience.

CuriousPencil
Activity Score 4225
Copywriter
CuriousPencil's picture

Does the arrogance of your ad (including compulsory emetic Tolstoy reference) depend on screen resolution? I'm guessing this whole misfire was a result of someone saying 'long copy ads really work' and the bored/hungover brown-noser replying 'long copy huh? Here's an idea...'

Here's an idea... get your heads out of your arse. Nobody cares how long your ego is.

CuriousPencil
Activity Score 4225
Copywriter
writersblog's picture

Bit harsh, but making a long banner for the sake of a long banner is indeed just objectless.
On the other hand, if it was advertising the first amphibious BMW 30M water resistant car.
And we could read a Jacques Cousteau deep sea report on the way down, then it would've made total sense, right?

writersblog
Activity Score 553
Copywriter
CuriousPencil's picture

Good question: does that 'great idea' just need the right client/situation/context/opportunity/ball-size/Large Shoutiness/product in order for its success to shine through, or is it just a shit idea?

Let's hope the creative team on this one come down and have a chat to share their experience.

CuriousPencil
Activity Score 4225
Copywriter
kleenex's picture

Great idea, BUTTTTTTTTTTTT the whole ad sucked.

kleenex
Activity Score 57895
Web Designer/Developer
EGMONT's picture

Yes, cool when you read it, but it actually sucks.

EGMONT
Activity Score 124
Creative Director at Art director Omnicom network
Taylormade's picture

World's Longest Banner meet the World's Smallest Critics.

Taylormade
Activity Score 408
boom's picture

Copy is very funny. Yeah, the angry critics, not so much. Does anyone know how it's actually doing from an engagement metric? It's different, I'll give you that much.

boom
Activity Score 163
Art Director
masei's picture

I've read the first paragraph, an then give up. And didnt click. And dont remember the brand. So...

masei
Activity Score 4
Mackenzie
communicatieteam's picture

I love the infograhic, ;)

communicatieteam
Activity Score 18
Creative Director
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