This is not your father's BMW ad—unless your father is a 23- to 30-year-old upwardly mobile professional in China and thus among the target audience.
The spot stars popular recording artist slash actor Jackson Wang. It was directed by Egg Films’ Kyle Lewis through BMW China’s agency, Juice, with post-production by Maya Productions in Beijing.
Ad Nut is a fan of old-school rap, and is consistently fascinated to see how the elements of that now ancient art form, along with its associated cultural signifiers, have spread and mutated around the world. Listening to Dr Dre or Wu Tang Clan nearly 30 years ago, Ad Nut could not have predicted that the music would one day be put into service in China, so that a Hong Kong-born rapper who is a member of a Korean boy band (Got7) could give cred to a conservative car brand that was once of interest exclusively to the worst kind of snobs.
Mind you, Ad Nut is not complaining, It's a fast-paced and exciting ad, and the beat is good. May it sell many expensive performance sedans!
Creative Agency: Juice
Production House: Egg Films
Executive Producer: Colin Howard
Director: Kyle Lewis
Producer: Vjorn du Toit
Director of Photography: Stephane Vallee
Beijing Production House: Maya Productions
|Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.|