BERLIN, Today: “Try not to cry watching this Ramadan-themed BMW ad by German agency Serviceplan that targets the Middle East, but tells a universal story,” says the Ad Nut columnist at Campaign Asia-Pacific.
“Watch it, then call your sibling(s).”
The ad also caught the attention of the editors at YouTube, who suggested it may be “one of the best commercials of all time?”
Ad Nut writes: “The three-minute film is remarkable in many ways. The performance of the main actor. That it’s a single Steadicam shot with absurdly difficult lighting. That it tells its story so economically (we don’t know what caused the men’s falling out, but we get hints). The song. The feels.
“If the product placement is a bit heavy-handed, Ad Nut feels confident you’ll forgive it like Ad Nut did, and anyway the juxtaposition of a conservative old BMW against one with a more modern character also reinforces the story.
“Ramadan kareem, indeed. Now, call your siblings.”
CREDITS
Client: BMW
Agency: Serviceplan
Worldwide ECD: Jason Romeyko
Associate CD: Wayne Fernandes
Associate CD: Victor Farias
Production: Big Kahuna Films
Director: Sune Sorensen
Assistant Director: Patrik Farra
Casting Director: Julie Beiruti
DoP: Niels Thastum
Exec Producer: Eddy Rizk
Producer: Maya Abdou
Music: Say Something by A Great Big World
- Read the original story here
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