The BMW Brand Campaign 2013 is focusing on the strong design language of the BMW models, which provides a unique dynamic, even when the cars are not moving.
In the print campaign this fact is underlined by standing cars, surrounded by hundreds of horizontal taut ropes. The ropes suggest dynamic, even when the cars are standing still.
The TV Commercial stages the strong BMW design with dynamic camera movements. It seems like the car is driving. Instead, the car is standing still, but the camera suggests the impression of driving. At the end of the TVC the viewer recognizes the illusion. The campaign addresses design enthusiasts and every driver, who admires sportive cars and has a high demand for design.