{"id":1067,"date":"2010-12-22T19:26:27","date_gmt":"2010-12-22T23:26:27","guid":{"rendered":"http:\/\/siebenthalercreative.com\/blog\/?p=1067"},"modified":"2010-12-22T19:41:49","modified_gmt":"2010-12-22T23:41:49","slug":"bmw-summons-orwell-in-fresh-ad-effort","status":"publish","type":"post","link":"https:\/\/siebenthalercreative.com\/blog\/bmw-summons-orwell-in-fresh-ad-effort\/","title":{"rendered":"bmw summons orwell in fresh ad effort"},"content":{"rendered":"

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\nIn yet another example of how outclassed domestic powersports marketing is,<\/strong> now comes this head-turner from BMW Germany<\/strong> in the form of what could be tagged an alternative form of neuromarketing<\/a><\/strong>. The spot stars factory Superbike rider Ruben Xaus onboard an S1000RR in a black and white film noire quick cut that by itself is less than remarkable. Pretty, pouty, and predictable.<\/p>\n

but on the other hand<\/h4>\n

The other hand is a fascinating little tidbit of technology more amusing than motivational. Using what appears to be relatively simple rear screen technology to flash project a logo, the spot, by German uber agency serviceplan<\/a>,<\/strong> creates an afterimage on the retinas of the audience. Yeah, it’s going to get attention.<\/p>\n

A BMW spokeswoman said, “We literally got inside people’s heads, involving them instead of boring them and generating a more intensive connection to our target group. Our brand should be innovative, emotional and dynamic.”<\/em><\/strong><\/p><\/blockquote>\n

Hmmm. Given how twitchy German bureaucracy is about any kind of Orwellian influencers, let alone a method requiring YOU MUST OBEY!<\/strong> to interpret the eyeball afterglow, this may not be a long lasting campaign. But it will be memorable, make no mistake. And as for the subliminal alarmists: uh, if you have to direct behavior to experience behavior, it’s not.<\/p>\n

quit picking up mud<\/h4>\n

When I see efforts like this, efforts that accept the challenge of creatively differentiating the brand from the same old same old, I say hell yes, go for it! Like Leo Burnett famously said, “When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

In yet another example of how outclassed domestic powersports marketing is, now comes this head-turner from BMW Germany in the form of what could be tagged an alternative form of neuromarketing. The spot stars factory Superbike rider Ruben Xaus onboard an S1000RR in a black and white film noire quick cut that by itself is […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[12,2,14],"tags":[29,277,45,245,127,263,278,144,279,24,25],"class_list":["post-1067","post","type-post","status-publish","format-standard","hentry","category-digital-lookups","category-marketing-and-promotion","category-powersports-industry-insight","tag-advertising","tag-bmw","tag-brand","tag-creative","tag-marketing","tag-motorcycles","tag-neuromarketing","tag-powersports","tag-subliminal","tag-video","tag-viral"],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/pfUeo-hd","jetpack-related-posts":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/1067","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/comments?post=1067"}],"version-history":[{"count":11,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/1067\/revisions"}],"predecessor-version":[{"id":1077,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/1067\/revisions\/1077"}],"wp:attachment":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/media?parent=1067"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/categories?post=1067"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/tags?post=1067"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}