Bob Garfield hates the new BMW campaign from GSD&M which, of course, means we have to like it. Bob thinks GSD&M’s use of the bureaucracy-kills-ideas concept with images of old, retro boardroom dudes portrayed as pompous fools without a good idea left in their bones reflected against BMW’s refreshingly idea-centric, independent approach is really, really bad. He goes on to explain how that concept is old are tired and how it mirrors a creative process he claims had something to do with killing what could have been a good concept. All potentially true.
However, this campaign is simple. It has one message: Other car companies are too old, stodgy and fat to create anything resembling a new idea. BMW is new, fresh and full of new ideas. Granted, as Bob mentions, none of those new ideas are mentioned in the spot – a not so un-important point- but how many more car ads do we need that list off all their cool, new features like seats with a built in toilet so you don’t have to stop at a rest area limiting your Ultimate Driving Machine experience? Sure, it’s all a bit too simplistic and cliche but, as we’ve already said, Bob hates it so we have to like it. And, we kinda do.
