The "Unleashed" viral uses humour to represent "M Power" as a real and instinctive force of nature. A force that makes it unmistakably clear who is running the show based on the motto: "Don't bark. Bite!" At the start of 2008, the commercial was launched exclusively in the BMW M community. Within hours of the film being launched, it appeared on YouTube and has now been posted on various UGC websites. The number of views and posts and return visits to the film landing page proves that the strategy was successful with users who do not normally visit BMW websites.