Just Be Yourself In Front Of The Camera!

Even marketing isn’t as one-dimensional a domain as some would like to believe – as proven by two very different promotional videos marketing two supposedly very similar products, albeit more than two decades apart.

Don’t be simply any person – be the person. By driving the car. The 8.

This largely sums up the essence of what the promo video for BMW’s all-new (for 2019) Achter is telling the viewer. Don’t drive anywhere – only LA and some salt river will do. Don’t live somewhere – a minimalist industrial chic loft will just about do. But only if your car can access it too. Then, and only then, are you smart, cool, cosmopolitan enough to understand that The 8 is just what you need in your life.

Go on then: Definite articleify your life! After all, even if you are in a position to Continue reading “Just Be Yourself In Front Of The Camera!”

Der Gentleman

The BMW 8 series’ creators try and make sense of the new Ultimate Bavarian.

I have an almost personal connection to the new BMW Achter. Having seen the preliminary concept car at last year’s Frankfurt Motor Show, I initially considered it a half-hearted Aston Martin pastiche. Then the production version was unveiled, which has no hope of ever being considered an Aston Martin pastiche. Instead, it heralds a new era of BMW style, hilariously named Precision and Poetry.

Since then, this rather blunt Achter has welcomed me whenever I have cause to Continue reading “Der Gentleman”

Black Puty

Some years ago, a German poultry giant tried to add a whiff of luxury to cold cuts. Today, BMW is attempting something eerily similar. 

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‘Black Puty, are you trying to seduce me?’ photo (c) Wiesenhof

The German word for turkey is Pute (poo-tuh).

This needs to be kept in mind when envisaging a tv commercial playing to the tunes of Ram Jam’s Black Betty, advertising turkey cold cuts by the name of Black Puty. If this sounds utterly absurd, it is not due to cultural misunderstandings – for Black Puty is an utterly daft monicker, regardless of whether one’s mother tongue is German or English.

The company behind Black Puty is Wiesenhof, a German meat industry giant. And a company that, in 2010, when Black Puty was introduced, had even more of an image problem than it does eight years later. First of all, turkey meat never Continue reading “Black Puty”

Paths Of Glory

The most visual social media network, Instagram, provides car designers with the perfect platform to present their work. Or themselves. 

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Nothing Can Keep Gordenstagram Down

In a sense, Harley Earl was too early (no pun intended). If he’d waited three quarters of a century before pursuing his career as chief designer and PR innovator, he wouldn’t have needed lavish GM roadshows and the likes to showcase the fruit of his and his underlings’ labour. He could just Continue reading “Paths Of Glory”