Don't make an ass of yourself.
This ad looks funny enough to make you smile... The copy claims: "For a real BMW: Original BMW parts." It's easy to guess that the horses are the BMW's horse-power and the intruder is the Donkey (or Ass if you prefer), that probably is a result of "using the wrong parts"! The concept doesn't seem very original though, It has been used in the past for Yamaha and Honda ads (not exactly the same concept and not with the same animals ofcourse), I can recall Yamaha using a monkey and Honda using a mix of different between them animals (shark with goldfish for example) for their original parts campaign 5-6 years ago in Greece, to show the result of a non original product. So I guess it's the first Idea someone can get for this sort of product, but I don't really blame them, as for me also it remains the best way to show right away what you mean ;-)
Max explained me exactly what is shown here...
"To show that we're inside the engine bay, the windows are kidney-shaped like the typical radiator grill of a BMW.
The horses are symbolic for the horsepower of the motor. So with all original parts you got the perfect horses under your hood, but with non original parts, you got yourself donkey-power."
Thank you Max.
Client: BMW AG
Agency: Jung von Matt, Hamburg
Creative Director: Thimoteus Wagner
Copywriter: Max Biedermann
Art Director: Oleg Friesen
Illustrator: Oleg Friesen
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2 comments:
You didn't quite get it. The horses are symbolic for the horsepower of the motor. So with all original parts you got the perfect horses under your hood, but with something not original, you got yourself only donkeypower.
To show that we're inside the engine bay, the windows are kidney-shaped like the typical radiator grill of an BMW.
Greetz, Max.
Hi Max, yes, the window is obviously the BMW's mask and the stable is what's going under the hood. But doesn't that still make the donkey the "result" cause of using the wrong parts? I think we are saying sort of the same here. When I said the BMW is the horses, I should say better "the BMW should be only horses". Of course I missed the word horse-power :-) You're explanation was much better. Thanx. :-)
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