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Dinner

Agency Network: 
Published/Aired: 
March 2010

Description

From zero to 100km/h (62 mph) in just 2.9 seconds sounds very nice. But would that help with the XXXL-experiment?

Film advertisement created by Serviceplan, Germany for BMW, within the category: Automotive.

Advertising Agency: Serviceplan, Munich, Germany
Executive Creative Director: Matthias Harbeck
Chief Executive Creative Director: Alex Schill
Creative Directors: Oliver Palmer
Copywriter: Oliver Palmer
Art Directors: Therese Stüssel, Jutta Steinberger
Production Company: The Brainstormclub, Munich
Film Directors: Hondo Ratkovic, Max Nüchtern
Production Company Producers: Yves Peitzner, Dalibor Tomasevic
Agency Producer: Maik Schmidt
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AssassinX's picture

About 3 years ago, Ford Focus print ads also used this trick to show the car's fast acceleration.

AssassinX
Activity Score 1329
Guest's picture

Yes. It's a replica idea. Bad for the agency.

Guest
Muhammad Imran's picture

Cool stuff!

Muhammad Imran
Activity Score 616
Art Director at Orbit Advertising |

www.praxisadvertising.com

decreative's picture

I was a nice TVC showing a power of the BMW XXXL RR

decreative
Activity Score 102
Graphic Designer at TONIC Communications LLC
alexander_bickov's picture

Awesome

alexander_bickov
Activity Score 3279
Schirone's picture

that's cgi, isn'it?

Schirone
Activity Score 98
Art Director at www.aibi.it |

i'm here because i'm procrastinating

Rabubi's picture

I know it doesn't matter, but do you reckon this was for real?

Rabubi
Activity Score 560
Copywriter
LeeHarvey's picture

Nice, even if it's cgi. It's still a cool idea.

LeeHarvey
Activity Score 3045
Creative Director
thedesignaddict's picture

Nice idea. Clear illustration of benefit. It's not real though. No way.

thedesignaddict
Activity Score 5403
Art Director at Freelance
salamandos's picture

boring

salamandos
Activity Score 1947
Art Director
ACreativeSpirit's picture

if it is CGI very well done...look real enough though, not sure if all the plates and items in the table where loose, they looked like a one piece set, i think i saw them shake together when he started. either way very cool

ACreativeSpirit
Activity Score 179
Creative Director |

Always try to be unique even when forced to conform.

Hydrogen's picture

I like it

Hydrogen
Activity Score 86
Other at none |

hydrogen

dsklan's picture

done by thomas gottschalk in "wetten dass"

dsklan
Activity Score 1926
Art Director at homeshop
whatthefudge's picture

Superduper!

whatthefudge
Activity Score 1266
npravn's picture

Great!!!

npravn
Activity Score 159
Creative Director at Integral A/S
xcreativity's picture

amazing

xcreativity
Activity Score 2374

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog |

Wordnerd's picture

damn! that's great

Wordnerd
Activity Score 6692
Copywriter
s1bs's picture
s1bs
Activity Score 397
Art Director at Saatchi &Saatchi, Cape Town
razorsharp creative's picture

Vvvvvvroomm! Even though you could see what was coming, and the fact that's it's obviously CGI, it still made me smile...if for nothing else the idea of someone even thinking they could do this.

I wonder how many YouTube copy cats will actually try to see if they can pull it off for real? Now THAT would be really cool to see.

razorsharp creative
Activity Score 186

-Richard Todd Aguayo (razorsharp creative)
http://razorsharpcreative.com

Corbeen's picture

Very goood! fresh..

Corbeen
Activity Score 1095
WillyLatasa's picture

That is so fake..

WillyLatasa
Activity Score 616
Art Director at Sinus.la |

"Bright ideas bring better results"

kripaakar's picture

impressive

kripaakar
Activity Score 522
Administrative
gmint7's picture

this is gold

lol

yea i reckon!

gmint7
Activity Score 2675
Art Director at ad grad @ S Francisco |

:::J:::

Phil Lestino's picture

that woke the dog up!

Phil Lestino
Activity Score 1684
bubblestheclownfish's picture

Does NO ONE ELSE see the silliness of this ad?

So - a motorcycle does 0-60 in 2.9. I've owned a few, and so what - they all pretty much do it in 2.9-3.6 seconds for sport bikes.

The spectacle is in pulling the long tablecloth out, and that seems to supercede the bike in every way.

"Well they did this on a BMW S1000 RR". Again - SO WHAT? This could very well be real - with a polyester sheet, on a polished table, with utensils and plates with no jags, this actually might work - but it might work with anything you pulled it away with. A speeding train, a cheetah, and most importantly almost ANY supersport bike.

There's NO distinction between this bike and any other in its class.
Do we get a really nice look at the bike's bodywork? No. A huge factor in a sportbike purchase.
Do we learn that it handles like a 600 cc with a 1000's power? No. A huge factor in a sportbike purchase.
Do we even learn that it has better headlight projection than others in it's class? No.
All we get is a tablecloth-pulling sportbike. Whoopee!

Stop with this hope-for-viral advertising, and actually tell me something abut the bike.

bubblestheclownfish
Activity Score 614
Creative Director
gmint7's picture

the bike is fast.

(yes, just like all the other bikes)

but do you remember all other bikes now?

and will you STILL remember this ad for next ten years? compare to other bike ads?(ANY of them)

now, does it work? as a "silly" ad?

gmint7
Activity Score 2675
Art Director at ad grad @ S Francisco |

:::J:::

bubblestheclownfish's picture

gmint - you have to get into the MIND of a BIKER. New riders rarely buy a top-of-the-line bike (especially ones like this). They start with 125s, 250s and then move up - mainly for insurance, but also power reasons. This ad talks to new riders (who aren't very familiar with other bikes) that think this is awesome. The cost of entry for them is too high so they won't buy this model - and forget about trickle-down brand effect like with the Nissan GT-R as a flagship model because, unlike Nissan with their cars, BMW doesn't offer truly "affordable" entry bikes. It's a gimmick ad that tries to be "cool" without any hope of selling more product. It doesn't matter how many people "remember" the ad. It's all spectacle.

bubblestheclownfish
Activity Score 614
Creative Director
Wordnerd's picture

Don't you think you are overanalizing this a tiny little bit?

I don't know what your problem is:
Killer acceleration-> cool demonstration ->cool bike -> cool brand

that's it.

you don't know what their target is. selling this bike, making bmw a cooler brand, making more people to get a bike driving license (or become magicians) or maybe the agency just wants an award.

advertising is about more than just hardselling

Wordnerd
Activity Score 6692
Copywriter
bubblestheclownfish's picture

Dude - I'm a CD, it's my job. Would just posting "Cool" and nothing else be better next time? There are enough of those posts around here ;-)

bubblestheclownfish
Activity Score 614
Creative Director
LeeHarvey's picture

Wow Bubbles, for a CD you've got an aweful lot of time to spam your opinion here

LeeHarvey
Activity Score 3045
Creative Director
Wordnerd's picture

So your job is to bash ideas? That's very honest for a CD ;)

if you go look at the views, ratings and comments on youtube, you HAVE to agree it works perfectly fine - even if you don't like it

Wordnerd
Activity Score 6692
Copywriter
gmint7's picture

ye, apparently, an avid motor biker is offended...

seeing this ad is like watching their own bikes being murdered out in a race by a worser engine - cuz the ad made it looks so. ("as if its real !??")

I think nowadays noone gives a damn if its expensive, they just to sell the brand. and I believe this ad did the brand a good deal of viral. I really hope this one grab some award :)

("it's cool, it's fast, who cares??" >>judges )

i still won't buy BMW bikes though.

gmint7
Activity Score 2675
Art Director at ad grad @ S Francisco |

:::J:::

gmint7's picture

Seems that you're referring to the ad being off-target.

you're suggesting that they're suppose to reach a higher income people (luxury product)... rather than putting out BMW as a "cool" fast bike.

I think that's true that riders don't see BMW as fast bike. (I'm not a biker, but If asked, i too will say Ducati.. or Ninja, etc)

in that case, the feeling conveyed by the ad is off (.that's why you don't like this ad, strategically).

...unless they 'do' want to brand their bikes as fast too on top of that ( like how the new Jaguar wants to be high tech AND luxurious too nowadays...)

gmint7
Activity Score 2675
Art Director at ad grad @ S Francisco |

:::J:::

junkkay22's picture

make me think of " You, The Living"

Roy Anderson....

junkkay22
Activity Score 4
Videographer at Thammasat University [Thailand]
JacelynAngel's picture

nice, i will remember this for a long time~~

JacelynAngel
Activity Score 59
UTAR
aaaron's picture

PERFECT!!!!!!!!

aaaron
Activity Score 103
Art Director
cagkanyuksel's picture

Nice.

cagkanyuksel
Activity Score 592
Art Director
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