BMW (South Africa) . What is beauty?

What is it that makes an object stir the senses? How do we quantify what is aesthetically pleasing to the eye? This is the question that forms the central theme behind Ireland/Davenport's new TV commercial for BMW. Comments Ireland / Davenport Managing Director, Sue Ferguson, "Our new commercial is entirely focused on BMW's design philosophy. This commercial highlights the fact that at the heart of this philosophy is something more than just engineering but something unquantifiable and entirely visceral that cannot be calculated through formula." The commercial was filmed in Paris, Glasgow and Johannesburg by Adrian de Sa Garces from Velocity Films. Garces was motivated by the fact that the commercial did not rely on advertising formula and was instead more subtle and intelligent, "It was a pleasure to work with BMW and the Ireland/Davenport team on such a unique script. Garces' main focus for the creative execution was to try and capture a subtle sense of life and feeling through the commercial. He elaborates, "It's a hybrid of the spectacular visuals, voice-over and music, creating a feeling that should have a strong resonance and hopefully connect the viewer with what BMW and Ireland/Davenport are communicating with this spot." [www.bmw.co.za]

Channel: Autos & Vehicles
Uploaded: November 30, 1999 at 12:00 am
Author: BMWSouthAfrica

Length: 00:51
Rating: 4.51
Views: 22442

Tags: Aesthetics  BMW  BMWSouthAfrica  CG  

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