Five Red BMWs Drift Together in Automaker's Latest High-Octane Stunt | Adweek Five Red BMWs Drift Together in Automaker's Latest High-Octane Stunt | Adweek
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Five Red BMWs Drift Together in Automaker's Latest High-Octane Stunt Great driving, hokey storyline

If you like watching pretty cars dance with each other, check out this new stunt driving ad from BMW South Africa.

Five cherry red M235i coupes spin around each other in a tightly choreographed high-speed sequence on a closed traffic rotary. Titled "The Epic Driftmob," it takes pains to emulate a human flash mob. That means showing a woman dressed as a cop blocking several cars (including a Honda) from entering, and cutting in some unconvincing footage of confused and excited spectators.

Ultimately the stunt, orchestrated by Interone in Cape Town, feels more like it's paying homage to Esther Williams than Improv Everywhere. Maybe that's because it's clearly too high-budget and well-planned to feel believable as a spontaneous event. Or maybe it's because the fast edits and burning rubber can't hide that there's a sort of grace to the whole thing—especially if you watch the clip on mute, and spare yourself the obligatory but grating sounds of revving engines and screeching tires.



It also doesn't look quite as dangerous as some of BMW's other stunt commercials from recent years, which saw cars drifting through car-shaped holes in walls and around the edges of skyscraper helipads. But while less risky, at least we know the new spot is real (the brand says so on the YouTube page) and not CGI—unlike the recent aircraft carrier ad, which was almost certainly not real. (In the making-of video for the new spot, stunt driver Rich Rutherford points out the thin margin for error in coordinating the fast-moving cars, steered by pro drivers including drifting champions Rhys Millen and Samuel Hübinette.)

And of course, the ad has a happy ending: The hot lady cop pulls off her hat and does a dramatic hair toss before climbing into one of the Beamers. Because the brand couldn't resist suggesting its product will get you laid, too.

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