Wednesday, October 22, 2008
BMW Car Commercial
I found this commercial entertaining. It starts by grabbing your attention with an unusual perspective from the inside of a car's grill. The commercial challenges the BMW with the classic idea of fear, a snarling attack dog. It keeps you interested with its humor. The idea that the BMW's bark (revving engine) is bigger and more powerful then the doberman (I think) bark is amusing. The commercial gives the viewer the idea and sense that driving a BMW gives you power and dominance. The target audience would have to be people, who can afford to buy a BMW or those who recognize its status symbol and strive to be able to buy a BMW. The commercial ends with some words that reinforce 'what everyone should already know about BMWs'.
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Have you looked at the other car commercials in the strip under your BMW ad? It clarifies some of the choices. Here are a few elements:
Totemistic idenfication with the Doberman, a German bred dog. Note the metallic correspondence, as well as the dark color scheme, the noise, and the deliberate movement.
The resolution of the grill, which looks like some kind of fencing (a motif that would work with the barking guard dog), into cat-like eyes.
Compare this with the other BMW ad featuring a Beethoven symphony, a symphonic light show, eyes, and a punchline urging you to "see how it feels."
I think that's the whole task of such ads: to let you see (i.e. experience) how it feels.
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