Unexpected journey: Agency crowdsources BMW ad

18.12.2012 Advertising : Kbs+ : Train

New York – In an emotional appeal to consumers for the holiday season, advertising agency kbs+ crowdsourced the filming of a new BMW commercial to its employees.

Each employee filmed parts of his or her journey home for the holidays. The choppy, rough smartphone footage is reminiscent of early home video technology, and is in contrast to the slick production of the typical car advert. It also creates instant connections between the advert and viewers’ Christmas videos of the past.

After the familiar, impersonal images of train timetables and airport security, travellers pull up to houses full of family to welcome them. A few subtle shots of BMWs make the brand connection, but avoid breaking the overall emotional narrative.

For more on how brands can embrace imperfection and create compelling narratives, see our Faction Marketing toolkit.

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