BMW films: When brands become media
The multi award-winning BMW Films project was one of those rare moments when an advertising campaign is so powerful it succeeds in changing the medium it works within. High budget, all-action and with blockbusting stars like Madonna under the stewardship of A-list directors like Ang Lee, the movies were an instant cult success. They showcased the best in movie-making, and delivered it in the context of a message of brand associatiosn BMW had carefully crafted. By creating compelling media they generated their own self-selecting audiences without the need of heavyweight media spend.