BMW Films: The Hire

BMW spent $17 million into a brand campaign that involves destroying its product. Fallon and BMW made a series of short online vidoes involving the car. BMW was the first in their industry to do this - four years before the launch of YouTube!

The project had multiple directors and at times it got tough, however BMW Films pulled through and launched the most important campaign in their company's history. More than five years later the design team and Jim McDowell were still reaping the rewards for their work.

Jim Dowell

Jim McDowell, then VP-marketing for BMW, had commissioned research back in 2000 that suggested web video could reach many more people than even a large traditional platform like a Super Bowl commercial.

Judge Rei Inamoto, VP-chief creative officer, AKQA, called BMW Films “the first big media event of 21st century marketing.”

“I was at Fallon for 25 years,” said Bruce Bildsten, who served as one of Fallon’s creative directors at the time after starting as a copywriter. “I don't think there's anyone at Fallon who wouldn't say this was the most important thing they ever did.”

                                      A new award was born: The Titanium.

Comment Stream

2 years ago
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I think that if someone was to bring back this add it could be used in YouTube videos on other short videos. People could also use snapchat to show short videos of the product and help connect with the customers. Eric Page

2 years ago
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In addition to youtube, they can post shorter clips on sites such as facebook to advertise the full youtube clip

2 years ago
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If I were to bring back this advertisement I would use Facebook to spread the video around. I feel more and more people see videos on Facebook and one share can get the video way more views.

2 years ago
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I think this campaign is a lot like other campaigns that had short films that could "be continued" or become something that could be watched on its own. Really great idea!

2 years ago
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@AKIM I agree as you said how it would increase the frequency! Since they are short and entertaining people would share or show their friends these little skits!

2 years ago
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@Epage6 I agree with Eric, ever since YouTube was made it has been really easy to share videos. With YouTube, it will make it easier for customers to watch more and more videos so they have more exposure to the product.

2 years ago
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@jaredloiben1 I agree with you Jared because that would be the most effective way. Great idea.- Justin Stark

2 years ago
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@jaredloiben1 I agree that it's a good idea to post the ads to Facebook it will help show the ad to a wider range of audience.

2 years ago
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@Epage6 I totally agree the social media is being moved increasingly to more visual forms like snapchat and the advertisement would only need minor adjustments to fit right in

2 years ago
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If i was on the current marketing team for this brand i would bring back this campaign but more along the lines of social media so they can receive more attention and recognition for their effective and creative campaign ideas.-Cody King