Threading the Needle. BMW 1M Coupe TV Spot.

For the most part I love the automobile industries broadcast advertising campaigns. I really do.I know there are lots of bad national campaigns, but for every bad one there is a hair brained professional driver closed course video. Those kind of ads make me think it would be a blast to work on this stuff.

BMW has just released a video for the new 1M Coup that is being shown on YouTube for BMW Canada. It shows a driver taking over the runway at an airfield, getting familiar with the car, and then threading the car through a series of concrete walls with openings just big enough for the car to squeeze through.

I have no idea how much of this is CGI, and how much of it is real. I am betting that there were real walls built but not with concrete. I am willing to bet that the opening is larger than what we see in the video, and sections of the walls were green screened. I’m going to say that the green screened sections were replaced with CGI footage to match the shot.

What I do know is this. This spot is really well done, fake, partially fake or not fake at all. The camera work and editing is great. The overall look compliments the brand, and the spot captures the thrill of driving an “M” series BMW.