
An insight by Andrew Howie
BMW – The Hire
Some people may know him from “The International”, whilst others may know him from “Duplicity”. But millions of people around the world know Clive Owen as “The Driver”.
“The Driver” is an 8 part series of short films, all produced for the internet, that have been directed by world famous directors. This includes such big names as John Woo, Joe Carnahan and Guy Ritchie, who between them have directed such masterpieces as ‘Mission Impossible II’, ‘Face/Off’, ‘The A-Team’ and ‘Smoking Aces’.
These short films all revolve around a particular car in the BMW range. In the initial episode, it features the 7 series. Then in subsequent episodes it shifts to the 3 series, 5 series, the M5, the X5 and then finally Z4.
Throughout the series, the cars performance, handling and style is portrayed, but in a manner that does not detract from the plot. They in fact are integral to the story telling. They are seamlessly integrated and, along with Owen, are the heroes of the plot.
The stories range from a war photographer who witnesses genocide to a diamond smuggler escaping from those he stole from, to a man (the Godfather of soul James Brown) who sold his sole to the devil, but now wants it back. In one episode, starring Madonna, Clive Owen is tasked with driving the starlet to her concert. Unaware of who she is an more importantly, disinterested, he gives her a taste of her own medicine, served up through the performance of the M5.
Whilst none of the films rattle off the list of features as you would expect from traditional advertising, nor feature the long winding road in glorious sunshine, they are engaging and a well worth watching.
So successful was the concept, following their launch, BMW experienced around 12% incremental growth. The movies have been viewed in excess of 100 million times online, then enjoying sell out success when there were limited release DVDs distributed through dealerships and Vanity Fair.
The series was eventually scrapped due to the rapidly soaring costs to make. BMW however were staggered by the success of the campaign and saw it as revolutionising the way they advertised their product. The series has also become a case study for how brands can integrate their products in to branded content.
Episode 1 – The Ambush
httpv://www.youtube.com/watch?v=PKYUtUw-8ig
First episode in the second series – Beat the devil
httpv://www.youtube.com/watch?v=3nxV1Iw6PFI

An insight by Andrew Howie
PEPSI & MICHAEL JACKSON
The 80’s were amazing. They were a time of great prosperity and growth. It saw the birth of multinational businesses and it also sadly saw the divide between first and third world countries expand.
One of the greatest things about the 80’s was the definition of style and culture. Fashion became a feature of many countries emerging from the grips of communism. Brands such as Oakley took off and bright colours were the norm.
And when it came to beverages, there was a war waging. You were either a Coke drinker, or a Pepsi drinker. The battle lines were drawn and the armies were devout. The drink you were seen with defined who you were as a person and what you stood for.
1983 saw a partnership form between Pepsi and Michael Jackson worth $5 million. A deal that shattered all standing records for celebrity endorsement deals. It linked the 2 brands together for 10 years and is still used a case study highlighting how an integrated campaign should be executed.
Coke had tried its best to land MJ for a campaign but the $1 million asking price was not enough, mixed with the fact that the campaigns they offered up all felt too niche and ethnic oriented.
Pepsi were sold on the idea when Michael offered to alter the words to his hit single ‘Billie Jean’ to incorporate the Pepsi brand, and the rest is history.
It was on the set of the shoot that Michael had his hair set on fire and as a result was forced to undergo his first surgical procedure.
What is interesting to note about this campaign is the complete lack of professional integrity shown. By modern standards, MJ totally sold out to the man. He butchered his own work for the benefit of the brand.
But, back in 1984, we were all young and innocent. We just looked at this and thought “Wow, Michael Jackson must really love Pepsi”.
To relive the magic, grab yourself a Pepsi, crack the can and watch it here:

An insight by Andrew Howie
This hugely successful campaign was the brain child of Rawson Marshall Thurber, who also played a huge role in the writing and directing of ‘Dodgeball: A True Underdog Story’.
The ‘Terry Tate – Office Line Backer’ series was first produced in 2002 and aired during half time of the 2003 NFL Super Bowl. The main character, ‘Terrible’ Terry Tate, also known as Triple T and The Pain Train, was played by Leister Speight, a little known professional footballer who also had a short lived professional wrestling career.
The series originally featured 6 episodes, including ‘Terry’s World’, “Draft Day’ and ‘Vacation’ with the hilarious ‘Sensitivity Training’ following as the 7th episode. Read the rest of this entry »