If there was ever a a vivid illustration of how advertising pitches vary according to your market, it's explicitly answered by the latest videos from BMW and Mini.
The new 6 Series Gran Coupe takes about a minute and a half of its two minutes before it even gets round to the car –– I started getting Infiniti Q45 flashbacks. We're dealing with the Apocalypse??? The Gran Coupe is the way you'll escape? No wait, it's an eclipse, and the sun breaks through again. It would have been nice if the headlights kicked off automatically as the sun came up.
Check it out here: http://www.youtube.com/watch?v=9blQB0FC6N4
In the other camp, Mini has another cheeky ad, this time a Guinness World Record for parking in tight quarters, which is broken –– in China of all places –– by a stunt driver who must have practiced A LOT, judging from the size of the skid mark leading up to what is actually a remakable achievement. Kids, don't try this at home, or if you do, use orange cones that you probably pinched from a road project, after graduation.
And the Mini videio is here: http://www.youtube.com/watch?v=pk33fI1b6yo
I don't really want to think what either of these ads actually cost, but you have to admit the company got something for its money.––Paul Duchene
