Theo Jansen, of Strandbeest fame, features in a new spot for BMW on innovation.
It reminds me off the Think Different spot Apple did years ago, but I'm not quite sure if I'd credit BMW with the same mindset for innovation and forward thinkingness... It's basking in reflected glory and I'm not buying it.
One of the strengths of the original Apple ad was that they focused on the mindset (which was demonstrated by several historical figures and artists) and not on one person or phenomenon, where you believe the connection or you simply don't. It could work if the claim you are trying to make is in your genes, but innovation is not something that comes up immediately when talking about BMW in my parts. A botched transplant, this one...
The Apple spot remains brilliant though:
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