BMW Publicidad en TV y cine BMW: On the Road *S,C,P,F... Barcelona

BMW: On the Road

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Sector Automóviles, Coches
Media Publicidad en TV y cine
Mercado España
Agencia *S,C,P,F... Barcelona
Director Hugo Menduina
Creative Toni Segarra
Producer Victor Mata
Editor Dani Arbones
Agencia de production Agosto
Agencia de production Infinia
Publicado mayo 2008

Creditos y descripciones

“And so I shambled after, as I've been doing all my life after people who interest me,
because the only people for me are the mad ones, the ones who are mad to live, mad
to talk, mad to be saved, desirous of everything at the same time, the ones who never
yawn or say a commonplace thing, but burn, burn, burn, like fabulous yellow roman
candles exploding like spiders across the stars and in the middle you see the blue
centerlight pop and everybody goes ‘Awww!"
Jack Kerouac, On the Road
With this text as voice-over, Hugo Menduiña has directed an commercial for BMW that
is a celebration of the road. The road understood as a metaphor for life, a path
of self-awareness that goes thru the people and experiences that we gather on the
way. When S.C.P.F agency showed the text to Hugo, in fact they were challenging him.
The film should be capable of translating those values into images, each moment of
the ad had to transmit the vitality and optimism typical from a BMW driver.
With this challenge in mind, Hugo and the Agosto’s team throw themselves to the
task of designing a vibrating and action-packed production. The goal was to avoid a
rhetorical exercise of literature, proving with each frame the relevance of a text
wrote more than 50 years ago.
The casting, the music and each of the sequences needed to be direct and
believable for the message to truly connect with the audience. We are talking about
telling a whole road-movie in just 30 seconds.
On the technical side, On the road is the first ad ever being broadcast in High
Definition to the spanish market.
Client: BMW
Agency: SCPF, Barcelona
Creative: Toni Segarra,
David Caballero,
Isabel Martinez
Agency Producer: Mónica Orviz,
Pau Cabarrocas
Production Company: Agosto
Director: Hugo Menduiña
Producer: Víctor Mata
Director of Photography: Sergi Vilanova
Editor: Dani Arbonés
Post Production: Infinia
Music: La Crem