Mouse digital

Agency Network: 
November 2010
BMW:  Mouse digital
BMW Print Ad -  Mouse digital


This print ad was run in press in November in South Africa. It is an adaptation of the iconic South African “BMW Mouse” TV commercial originally created for power steering. The concept revolves around linking past innovations with present ones (on-board internet) by replacing the live mouse with a digital version. See link of original:

Print advertisement created by Ireland / Davenport, South Africa for BMW, within the category: Automotive.


Introducing on-board internet.
Now you can experience advanced infotainment and in-car internet, complete with mobile phone and music player features, all from the comfort of your driving seat. For more information visit

Advertising Agency: Ireland/Davenport, Johannesburg, South Africa
Creative Directors: John Davenport, Philip Ireland
Art Director: Lida Fourie
Copywriter: Anthea Weber
Photographer: Clive Stewart
Retoucher: Jaco Van Eck
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Highest Rated

jackmancer2017's picture

How old is this ad? The interior looks really dated and the mouse too.

Roger Keynes's picture

Okay, it says "internet"... but doesn't say "advanced".

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

suresh90's picture

k but not so great :)

Activity Score 620
Art Director at visualizer |

Sdb's picture

The mouse is poorly placed, could have placed somewhere where it could have been partially visible..

Activity Score 1362
Copywriter at Working as an intern with O & M, Kolkata for 6 months
dadada's picture

I agree with you, the mouse could be better placed not on the wheel.

Activity Score 1720
Art Director |

Everybody is creative, be yourself.

ivan's picture

But it's referencing that old ad with the real mouse on the wheel.

Creative Director at Ads of the World
fala fulani's picture

Which is why ads based on other ads dont make sense

fala fulani
Activity Score 252
Creative Director at Mediaedge BBDO
jackmancer2017's picture

How old is this ad? The interior looks really dated and the mouse too.

jackblack's picture

They should've made the stick shift a mouse.

Activity Score 2363
Art Director
morse's picture

I haven't seen the old ad, but I think if somebody knows it he will appreciate this concept.

Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

mdb1974's picture

Does not feel modern. Have not seen the old ad. Not many consumers will have either.

Activity Score 411
Art Director
shaun1800's picture

Its got internet on board so we'll just stick a mouse on the steering wheel? Come on guys. A wasted opportunity.

Activity Score 293
Billoughsby's picture

This looks like a dumb literal ad if you don't know the old ad. But if you do know it, it's sure to look like a dumb literal ad instead.

Activity Score 5154
Art Director |

That's it.

shahidali's picture

like it. AD is good.

Activity Score 4065
Dhaka, Bangladesh |

shahid's picture

It's based on this classic south african commercial for BMW

Activity Score 6
Acid Cat Productions
grahambart's picture

Could of used a wireless mouse. would have improved the lines and flow.

Activity Score 24
MidasTouch's picture

Bof! :/

Activity Score 1024

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

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