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Best BMW Ad Ever

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Screen Shot 2015-02-12 at 12.12.15 AMLayers and layers of sound make this unbelievable short film so powerful. This film is by Alejandro González Iñárritu; the director of Birdman. Its also an advertisement for BMW. The product placement is obvious and yet unrecognizable. From the beginning at :18, we hear heavy breathing and a camera hammering out shot after shot of a violent scene just yards away. Through a series of POV shots at :58, we’re thrust into the action and seemingly stuck in a nondescript, war-torn Latin American country with a person we haven’t met yet. Don’t you hate it when that happens? The disorienting cacophony of people yelling angrily in Spanish, tall grass rustling, heavy breathing, a cameras relentless shutter giving away your location and machine guns going off, mix to create a terrifyingly claustrophobic scene.

Screen Shot 2015-02-12 at 12.17.02 AM

The cinematography is stunningly done in stone washed, bleak, and nearly colorless tones. The grainy film mimics the rough and tumble look of 8mm film. Something you might find from a Vietnam war era news reel. The video in this link isn’t as good as could be, but I remember watching the film when it came out in 2001 and it had that rugged and scuffed up look. Once Jacobs is rescued and is in the car headed to safety, nearly all the shots are done on close up or extreme close up. 7:04 is a good example of what I am describing. The shots of the BMW X5 are more apparent during the chase at 5:43, but I doubt you would have known this was an ad unless I told you.

Screen Shot 2015-02-12 at 12.20.23 AM

The film is cut as if the editors were on the run themselves. The shots swing around as frantically as you would swing your head around trying figure out what the hell is happening. Most of the cuts are less than two seconds long to keep the momentum going. Action/reaction plays a critical roll through out the film. Its sometimes a C/U of eyes, the barrel of a pistol or even blood on the backseat. Each of these shots are followed with a reaction shot of the driver or by Jacobs. At 7:35, Jacobs throws down rolls of film on the passengers seat. It cuts to the seat that’s now covered in drops of blood then it cuts to a C/U of the drivers face.

140 Comments

on “Best BMW Ad Ever”
140 Comments on “Best BMW Ad Ever”

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