Cundari Toronto for BMW – The Viral side of BMW

BMW 1M – Walls

BMW Canada presents: the 1 Series M Coupe versus concrete walls. As stunt driving goes, this is some seriously bad-ass stuff. “Walls” is a web film featuring custom made concrete walls and precision driving. Filming was shot on a closed track so don’t even think about trying this on the motorway!

Advertising Agency: Cundari Toronto
Chief Creative Officer: Brent Choi
Copywriter: Brian Murray
Associate Creative Director/Art director: Raul Garcia
Production Company: Bandito Brothers, L.A.
Director/Driver: Mike Mouse McCoys
Year: 2011

BMW 1M – Helipad

Following high-speed skids through car-shaped gaps in thick (supposedly) concrete walls, BMW Canada presents more insane stunt driving to promote its 1 Series M Coupe. Now, the brand wants to flip the bird at mortality by spinning doughnuts on the world’s highest rooftop helipad. The only problem: It’s not clear that the feat is actually real. “I can tell you that the intent right from the beginning was to create videos that were so amazing, people had to debate how we did it.” says Ad agency Cundari’s chief creative officer, Brent Choi. He then referred us to the client, who has yet to reply. Choi sheds some light on the driver, who worked on movies like The Fast and the Furious and The Bourne Identity. Odds seem decent that both videos aren’t quite what they appear—and therefore much less death-defying and much less insane.

Advertising Agency: Cundari Toronto
Chief Creative Officer: Brent Choi
Copywriter: Brian Murray
Associate Creative Director/Art director: Raul Garcia
Production Company: Bandito Brothers, L.A.
Director/Driver: Mike Mouse McCoys
Year: 2011
Shortlist

BMW M5 – Bullet

The new BMW M5 isn’t just really fast—it’s pretty, too. In “Bullet,” a new two-minute ad from agency Cundari BMW Canada, the new model is touted as the world’s fastest sedan. The concept is simple: The car revs its engines in a long tunnel—constructed to look like the barrel of a gun—before shooting out into the desert, shattering a series of giant props including a glass apple, water balloons and a bull’s-eye, in slow-motion “bullet time.”

The brand calls it “High Performance Art” because it wouldn’t be advertising without a pun. It feels more like car porn. Still, as that genre goes, it’s pretty good—gorgeously shot and engaging enough, especially for a long-form spot sans copy. The landscape—Utah’s Bonneville Salt Flats Speedway—serves as a stunning backdrop, and the deliberately “delicate” classical music, Beethoven’s Piano Concerto No. 5, works nicely as a contrast for a revving engine and screeching tires, alluding to the car’s luxury sheen as well as its power.

Advertising Agency: Cundari, Toronto
Chief Creative Officer: Brent Choi
Associate Creative Director, Art Director: Raul Garcia
Associate Creative Director, Copywriter: Brian Murray
Production Company: Big Block
Director: Mark Glaser
Year: 2012



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