DAVID reviews

8 January 2018

Balancing act.

by Andrew MacGregor


BMW: “Balance is a Powerful Thing” - 90s

This fetching BMW ad makes light work promoting the marque's new M5 saloon. Shot in this sector's go-to aircraft hangar, the vehicle zips around a track comprised of roving LED gadgets.

Resembling hi-tech curling stones, the gizmos arrange themselves in a constantly-shifting formation - a challenge ably met by M5's precision handling.

Racing game fans will appreciate the checkpoint-style visuals, augmented by Joe Wilkinson's playful sound design. One can imagine R2-D2 or BB-8 whirring in recognition.


Creative Agency: FCB Inferno Ⓦ
Creative: Ben Edwards / Guy Hobbs
TV Producer: Jason Ayers
Film Production: Carnage Ⓦ
Director: Mark Jenkinson Ⓟ Ⓦ (Rogue Films Ⓟ Ⓦ)
Producer: Tom Farley
Cinematography: Bernd Wondollek
Editor: Quin Williams @ tenthree Ⓦ
Post Production: The Mill Ⓦ
Sound Designer: Joe Wilkinson @ String and Tins Ⓟ Ⓦ
Music: Polovetsian Dance composed by Alexander Borodin

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