The BMW Films marketing campaign was very successful because it took nontraditional routes when advertising cars.
The marketing campaign was a short web series that had an intriguing plot that showcased the BMW. But, in many scenes throughout the web series, the car was shown beaten, shot, and damaged in many ways. This was very unusual because for most car advertisements, you would see the advertiser try and portray it as sleek and sexy, but in this one, it was not portrayed in that way at all.
This type of advertisements were also unusual because many people at the time did not use the internet for watching high quality videos. The ability to be able to watch these short films in such high quality at that time attracted a lot of people, and generated a lot of interest for BMW