CHINA – Selling cars is one thing, but selling cars in a country known for the infamous “carpocalypse,” “carmageddon,” or whatever bad name you want to call it is a wholly different thing altogether. That infamous 50-lane traffic jam on the G4 Beijing-Hong Kong-Macau Expressway happened in October 2015, during the end of a week-long national holiday.
In this new BMW ad by Interone China, the agency banked on people’s nostalgia to take the audience on a trip down memory lane (probably during the time that traffic in China wasn’t that bad yet) by using Nokia’s classic 90s game, Snake.
“Interone Beijing toyed around with different concepts that all shared a common goal – to take fun seriously and bring back the romance of getting behind the wheel,” said Interone China in a press release sent to adobo.
In the spot, real-life BMW 1-Series cars were shot in a custom-built “playground” with several test drivers driving around a grid marked by fluorescent light tubes to simulate pixels and borders. This was passed around using WeChat, China’s most popular chat and multimedia app.
The video has garnered over 100 million views and a rating of 95% in positive comments, raising BMW’s WeChat fan base by 100,000.
CREDITS
Executive Creative Director China: Danilo Villanueva
Creative Director: Birger Linke
Associate Creative Director: Mark Fillon
Art Director: Kelvin Co
Director: Steve Mottershead/Artjail New York
Production: Gwantsi Beijing
Post Production: PO Beijing/Shanghai
WeChat Promotion: Front Network
