David Reviews

 Biting the hand that feeds us since 2002.

BMW
"M5"
78s
2 October 2017
Germany Cars

Independent’s Philippe André hits the desert in this attractive BMW ad which launched their new M5 model by paying tribute to their motorsport heritage. As the saloon reaches top speed, it literally leaves its predecessors in the dust as dIrector André, DP Óttar Guðnason and their crew craft an elegant sandstorm. Once cutting-edge designs swirl in a flurry of blueprints; horsepower yields to a new challenger; while the M3 rally car becomes a mere spectator.

Harsh strings lend a brooding edge to proceedings, while aerodynamic sound design conveys the M5’s premium rush. By surpassing its own standards, the car maker challenges its rivals to keep up.

Sky Q
"Popcorn"

George said:

What's "Haitch D"? Is that the next generation of high def?


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BMW
"M5"
78s
2 Oct 2017
Independent’s Philippe André hits the desert in this attractive BMW ad which launched their new M5 model by paying tribute to their motorsport heritage. As the saloon reaches top speed, it literally leaves its predecessors in the dust as dIrector André, DP Óttar Guðnason and their crew craft an elegant sandstorm.

BMW
"Connected to Perform"
60s
1 Jun 2017
BMW get in on the drone trend in this fast and furious ad. The new 1 Series is put through its paces, pitted against a drone as they race through abandoned warehouses and into the city streets. The action is hectic, switching in and out of the drone's point of view as it takes dizzying swoops and spins in an effort to keep up with the sleek vehicle. Those with vertigo might want to skip this one.

BMW
"Director"
50s
10 Mar 2017
We were pondering giving the BMW M4 a director’s credit on this ad, but we’ll let RSA’s Henrik Hansen take all the glory. The featured coupé pursues its silver 4 Series companion with a camera attached to the grill, allowing it to capture some nifty footage in the process. Nervous camera operators will be hoping this doesn't put them out of a job.

BMW
"Ambition, Raised"
30s
5 Feb 2017
James Brown’s ‘The Boss’ scores this ad for the BMW 5-Series. Last time we heard this song, a minoboar was making gin and tonics. Here we have Scott enjoying a scenic drive in his motor. The brand claims this is “the most innovative car in its class”, though aside from a few screen taps, we don’t really see how anything has been raised.

BMW
"Free to Run"
60s
13 Oct 2016
BMW encourages us to embrace our inner child with this energetic commercial. Being an adult has its perks, but nothing beats sledging down a snowy hillside, watching sparks dance from a fire, or conquering the world's tallest mountain. Well, you feel like it's the tallest at the time. The car maker wants us to roam free again thanks to their all-wheel xDrive system.

BMW
"Driving Machine"
30s
6 Oct 2016
A montage of groups of families and friends enjoying their BMWs almost slightly too joyously aims to illustrate the connections that the car can bring. As they cheerfully drive through scenes of sunsets, mountains, and people throwing birds into the air, we are reminded that this car is not just a machine, but a machine that also brings people together.

BMW
"Born Electric"
60s
30 Jun 2016
With our minds more relaxed about the principle of electric cars, we're able to focus on more traditional automotive attributes. Into this breach steps a commercial that - at one level - makes very little of the vehicle's electricness. Instead, it folds into everyday life like any other car... and that's very much the point. While delivering a greener, more responsible outcome, this car doesn't look as though it forces us to compromise in any way.

BMW
"Live Real"
1 min 40s
21 Jun 2016
It's difficult to keep hold of one's bearings in this frenetic Chinese commercial for the BMW X1, yet this medley of urban buzz and natural splendour has an intoxicating vibe to it. HunkyDory's Matthaus Bussmann gradually builds mystery through disconnected shots before the ad explodes into a sea of light and colour - a brand of premium vibrancy the luxury car maker wishes to share with its target audience.

BMW
"Exciting Times Ahead"
30s
5 Jun 2016
Even if it possesses a cumbersome moniker, the BMW Vision Next 100 concept car certainly catches the eye as it joins its forebears on the road. The futuristic specimen weaves its way to the front of the pack as the VO suggests the luxury car manufacturer will always produce the market-leading drive. With any luck, a century will provide ample time for them to suss things out.

BMW
"Robot"
30s
12 Apr 2016
Another fun BMW commercial infused with the spirit of child's play. It may be a toy, but this clanking robot looks and sounds rather intimidating as it marches forth to vaporize its target. Head whirring and lasers primed, it nonetheless makes a fatal error by straying too close to the Gran Tourer's automatic boot - and letting the family dog enjoy aerial supremacy in the process.

BMW
"Castle"
30s
12 Apr 2016
BMW raid the toy chest for this charming ad which has plenty of fun with scale, yet also shrewdly underlines the car maker's family-friendly credentials. As these inanimate medieval warriors stand alert and ready to defend their fortress, a shadow looms menacingly into view. Are we about to see this great/moderately-sized castle fall? Thanks to the Grand Tourer's sensitive parking sensors, these toy soldiers live to tell the tale.

BMW
"Key"
30s
7 Apr 2016
BMW lavish attention on a car key that motorists would do well not to lose down the side of the couch. Keen to fit technology into every possible nook and cranny, the car maker presents a gizmo capable of displaying fuel levels and remote parking ("linear parking" only, mind) - effectively turning the humble key into a portable extension of the 7 Series model. Typically stylish presentation should attract technophiles to this latest development.

BMW
"Snow"
40s
16 Dec 2015
The father in this BMW ad is prepared to do whatever it takes to protect the interior of his beloved vehicle, including brushing down his son to remove all traces of snow. Still, he's on hand with a flask to help the lad warm up afterwards, and - thanks to the BMW's adjustable suspension settings - there's no risk of a spillage. The feel good story of the season.

BMW
"Embrace The Unknown"
30s
7 Dec 2015
Nissan may have beaten them to the punch when it comes to moving landscapes, but BMW can still be satisfied with the visuals in this ad for the new X1 SUV. The environment pulses and ripples in rhythmic fashion as the vehicle travels both on and off-road, while the VO dutifully attempts to tie the X1's specs to the spectacle.

BMW
"Styled By Substance Bumpers"
90s
11 Nov 2015
These arresting bumpers promoting BMW's sponsorship of Sky Arts sees the 4 Series become the focus of its own art installation: rays of light caress the vehicle's sides; a luminous sheet bonds with the bodywork; and colour radiates from the car in the midst of a rain shower. A compelling way of melding BMW's taste for design with the ethos of the channel.

BMW
"Mood Swings"
30s
13 Oct 2015
Another amusing BMW ad that demonstrates how the right choice of vehicle can help you make the most of an ugly or awkward situation. In a manner that will be familiar to many a weekend golfer, this chap loses all control once he's off the course. It's all worth it though - getting his pals to and from the golf course guarantees him at least two good drives.

BMW
"Superstitions"
30s
13 Oct 2015
The game is on for car manufacturers - particularly German ones - to place a considerable barge pole between themselves and the emissions scandal that threatens to fog the entire industry. Transparency and eco credentials will become prominent themes in this sector, but for now, BMW surprise us by showing their funny side.

BMW
"Special Delivery"
30s
13 Oct 2015
Another amusing BMW ad that demonstrates how the right choice of vehicle can help you make the most of an ugly or awkward situation. A woman skilfully dumps all of her ex's possessions at his feet... while he finds it necessary to explain the situation to his neighbour. It doesn't say much about this poor schmo's lot in life, but it speaks volumes about the BMW X1's boot space.

BMW
"Driving Luxury"
60s
24 Sep 2015
The BMW 7 Series is apparently so well engineered that other feats of design instinctively reach out to it. While driving this car will make you the bane of fashion shows worldwide, one will also be able to enjoy gesture control (check out that wiggle) and next generation headlights. The script may strain for luxury, but it's a typically sleek ad that has a distinct breed of driver in mind.

BMW
"M4 GTS"
35s
17 Aug 2015
This online film focuses entirely on the desirability of the vehicle it advertises. It's a shrewd move for BMW as they do make exceedingly nice cars and it certainly seems worth dwelling on that simple fact from time to time. Plus this kind of fetishistic examination of a car's bodywork always seems to go down well with the target audience.

BMW
"Curves"
30s
23 Jul 2015
Hmmm. Can BMW really be happy to see their cars advertised in a fashion which encourages other road users to hate the smug bastards who drive them? It appears so. Mind you, this would just be another run of the mill car driving along a picturesque road without the bombastic commentary: "[curves] definitely dare you," throbs the VO; apparently keen to encourage the kind of BMW owner who terrorises more cautious drivers by impatiently tailgating them on roads like this.

BMW
"Pure"
30s
23 Mar 2015
Occasionally it feels like we're being asked to cast judgement on a building by looking at a single brick. The only way to make sense of this ad for BMW - for example - is to consider that it's a very small part in a giant operation to slowly inculcate the idea that theirs is the right car for people who consider themselves successful. That idea is strong so you can't fault the strategy even if the individual ads are often found wanting.

BMW
"The Road to Twickenham"
90s
9 Feb 2015
BMW's association with the England rugby team began in 2012 but you could be forgiven for not knowing this as the German car manufacturer hasn't really trumpeted their involvement with a great deal of emphasis... until now. This impressive and well-timed film depicts the journey to Twickenham from the point of view of someone behind the wheel of his or her car (said vehicle may or may not be a BMW - the commercial classily opts to be vague about this).

BMW
"Curiosity"
60s
15 Dec 2014
FCB Inferno's first TV work for BMW since they took over the account earlier this year is a stonkingly beautiful film directed by Tarsem. It depicts a figure from prehistory whose curiosity persuades him to jump aboard a stampeding horse. Only by indulging his instinct for adventure and risk will our bearded hero discover how much faster he can go on horseback.

BMW
"Iron Filings"
30s
12 Dec 2014
A clever, stylish and simple ad which uses iron filings to demonstrate the speed at which road conditions can change, and the speed at which a BMW can react to those changes. The filming is beautiful: monochrome close-ups of the filings gives them an organic quality like basic lifeforms, along with a ruthless precision as they sweep across a stark, synthetic landscape.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.