BMW "Carnapping" (2016) 2:00 (Germany)

To celebrate BMW's 100th anniversary, 100 ride sharing BMWs were "carnapped" off the streets and then arranged so that the app would spell 100 Years BMW. I've watched this video several times, and with the exception of the way it was filmed and the music making it feel like some sort of heist movie, all I can get from this is that they borrowed 100 BMW's to spell out Happy Birthday Kind of a long way to go for a ham sandwich, no?

Client: BMW
Advertising Agency: MAYD, Hamburg, Germany
Production Company: 14a Media
Post Production: DONDON, Berlin, Germany
Creative Director: Behnaz Pakravesh, Bahador Pakravesh
Creatives: Alexander Makedonskiy, Lissy Heckel
DOP & Director: Mirco Seyfert
Producer: Felix Grambow
Edit: André Gelhaar
Music: NIGHTKRAFT
Sound Design: Tobias Sauer, Bahador Pakravesh
Sound Production Company: The Soundshack, Hamburg, Germany

AnonymousCoward's picture
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Dabitch's picture

Hmmm, well it's preaching to the converted - the actual stunt that is. Only those with the app would see the message. This ad however show me that there's BMW share cars all around Hamburg, something I did not know, how do I get in on that stuff?

Andrew 's picture

It's a B2B guerilla stunt. Not B2C. And regarding the fact that the video kinda went viral makes it work for me.

Dabitch's picture

Regardless if they're business or consumer the stunt "live" is still preaching to those who are already using the app.