Tag: BMW

BMW Motorrad: Flash Projection

German ad agency Serviceplan was given the challenge to turn young potential motorbikers into fans of BMW Motorrad by staging the brand in an unseen and fascinating way.

So they came up with the first cinema commercial that does not use a directly visible logo. During an exciting Superbike commercial they illuminated the BMW logo with a harmless photo flash onto the audience’s eyes. When the audience was asked to close their eyes at the end of the ad, they were surprised to see the BMW logo as an after image. With this BMW literally got inside people’s heads, involving them instead of boring them.

People who visited the movie shows were fascinated by this innovative performance. BMW Motorrad got a lot of positive feedback, especially excited comments on various biker blogs. Even film critics wrote about the event in their reviews. And of course there were several reports on TV.

At the pre-season opening of BMW Motorrad a significant number of younger people asked for information material about Ruben Xaus and his Superbike, the BMW S 1000 RR. The S 1000 RR then went on to be sold out till September 2010. A huge success in midst of a declining bike market.

Why this works

  • The stunt is the branding. The logo is not “shown”. It is experienced, and that experience is hard to forget.
  • Perfect context. Cinema is built for attention and darkness. Both amplify an after-image effect.
  • Talk value is baked in. People leave the room with a story they can only explain by reenacting it.

What to take from it

This is proof that you can create memorability without plastering a logo everywhere. If you can design a moment that the audience physically experiences, the brand recall can become stronger than with a conventional end frame.

A few fast answers before you act

What did BMW Motorrad do in this cinema activation?

They used a controlled photo-flash to create a BMW logo after-image in viewers’ vision during a Superbike-themed commercial, so the branding appeared when people closed their eyes.

Why is the “no visible logo” idea powerful?

Because the audience becomes the medium. The logo lives in their perception, which can feel more personal and more memorable than seeing it on screen.

What made it spread beyond the cinema?

The effect triggered strong word of mouth and coverage. People talked, bloggers reacted, critics mentioned it, and TV reported on it.

What is the reusable pattern for brands?

Create one clear sensory moment that is only possible in a specific context, then let that experience carry the brand into conversation afterwards.

BMW vs Audi: Jump for Joy

A familiar rivalry, reduced to one simple provocation

Another BMW vs Audi battle. Here you can watch some amazing ways to take a seat in a BMW.

How the idea works once you look past the stunts

The mechanic is built on a tiny human action with a clear frame. Entering the car becomes the entire performance, with the brand as the stage and the seat as the punchline.

In European automotive markets, playful rivalry cues can turn ordinary product moments into highly shareable entertainment without heavy explanation.

Why it lands: competitiveness plus physical comedy

It works because the viewer instantly understands the rules. There is an implied opponent, a familiar status game, and a stream of surprising variations that reward continued watching.

The business intent: own “fun to drive” without saying it

Instead of listing features, the brand borrows emotion. It positions BMW as energetic and confident by making the act of taking a seat feel like part of the driving fantasy.

What to steal for your next brand-versus-brand moment

  • Use a micro-behaviour as the hook. One simple action can carry an entire story if the frame is clear.
  • Let the rivalry do the setup. A known competitor creates instant context without extra copy.
  • Stack variations fast. The replay value comes from “what is the next version” momentum.
  • Make the proposition implicit. Show the feeling the brand wants to own, instead of explaining it.

A few fast answers before you act

What is the core idea of this BMW clip?

It turns the simple act of taking a seat in a BMW into a series of entertaining variations, framed as a playful BMW vs Audi rivalry moment.

How does the mechanic work?

One repeatable action is performed in multiple surprising ways. The audience keeps watching to see the next variation, not to learn features.

Why is brand rivalry effective here?

Because it creates instant stakes and a familiar frame. Viewers immediately understand the “battle” and focus on the execution.

What is the business intent behind this approach?

To reinforce BMW’s energetic, confident brand feel by associating the product with fun and performance, delivered as entertainment rather than claims.

What is the most transferable takeaway?

Choose one product-adjacent behaviour that everyone recognises, then make it repeatable, surprising, and easy to share.