Cannes Lions

BMW XDRIVE

JUNG von MATT, Zurich / BMW / 2006

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A backlit shot of a snow-covered mountain. The camera moves in.Voiceover: "Imagine a snow-covered mountain. You're driving over the pass when you hit an icy patch. And now imagine you have a four-wheel drive system capable of sending out impulses every tenth of a second to all four wheels and reacting before your car swerves. Can you imagine who developed such a system?"” As the camera moves back, the “mountain” turns out to be a close-up of the BMW emblem on the hood of a car.Insert: “xDrive. The intelligent all-wheel drive system.”Logo: BMW. Sheer Driving Pleasure.

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