That's such an awesome line by the late great godfather of Soul, James Brown... This is one of my favorite short films & one of the original viral ads that started it all. BMW released 7 short films, granted each had a million dollar budget, real actors & directors, so they aren't exactly indie. They show how to do it right, entertain & engage the audience first, sell the product last or by default, as they did with these shorts. This is the direction advertising needs to head & lead in, if it's going to survive the democratization of technology (i.e. Internet, TIVO/DVR's, iPod's & HiDef) that now gives people the choice & freedom to watch what they want, where they want & how they want. Consumers are growing wiser & more savvy to technologies giving them not only those choices, but the time to choose the products they are in the market for or may be in the market for later. Take me for example, in mid 2001, when these ads 1st came out, I couldn't afford a BMW Z3(let alone Z4), now watching them all over again that Z4 looks off da chain... hmmm, blacks more my color... bwahahahaha...
Directed by Tony Scott, starring Clive Owen, Gary Oldman, Marilyn Manson & James Brown, in one of his last great performances, & he gets to use some wonderful lines from his songs, enjoy...
"Beat the Devil" (BTW it's over 9 minutes long)
Agency & original concept: Fallon Worldwide.
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