Eating popcorn, waiting for the feature to start, the cinema audience is watching the usual tunnel of movie trailers and ads. In one of them, Ruben Xaus – World Vice Champion of Superbike – tells the audience “why he races“; a question he gets “every day“.
Should the audience feel particularly interested? Well, the photography is beautiful, wide and low, in black and white; the edit is a good-paced blend of speed and human emotion; the story has got tension, in particular when Ruben concludes “…it’s my dream and it’s your dream too – close your eyes and you will see it.“
The only strange detail is the total absence of branding. Other than that, is it remarkable? Probably not.
Except that when asked to close their eyes at the end of the film, the audience can now see a very distinct BMW logo appear in front of their shut eyes. Magic? Mind-control? Or was it what they wanted to see all along? One thing is for sure, they will be talking about this BMW ad for longer than they will talk about the feature they purchased a ticket for.
You’ll have to watch the video below to find out how BMW did it. It’s actually much simpler than you’d think and borrows more from simple medical knowledge than from the secret codex of a Sorcerer’s Apprentice.
To me, the learning is that when you do truly “remarkable” and hit your audience with a punch they really did not expect, you can achieve all three elements of brand building at once – the creative teams behind this amazing ad turned a common Broadcast occasion into a unique Brand Experience, and will be driving scores of Buzz & Sharing. Yes, it cost them more than the standard advertising slot. Yes, it will also be controversial as it conjures up old demons of subliminal advertising and other neuro-marketing fantasies. But I’d say well worth it, well done BMW!
Let’s just hope the logo did not permanently embed itself on spectators’ retinas
What do you think?
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