The ad starts out as any other car ad, the new X3 BMW sat next to a tagline. It was the tagline that drew me in 'We set out to make an ad. Along the way we made history'.
Rolloing over reveals 18,000 pixels of banner ad - a record apparently - and some 5500 words of copy!
With a clear nod to the success of certain Gold Cyberlion winning Pringles ad, the copy moves somewhat away from BMW' usual 'sexy attitude' tones with more a more playful voice that might seem more at home on the side of a smoothie. It didn't work as well as the Pringles ad, where the user is almost challenged to beat the ad, as you could see how much copy was ahead. It has delivered something different in a cluttered market which is refreshing.