JWT Amsterdam has a new spot for BMW, celebrating the “Glance Back” prideful owners take at their vehicles.
The simple spot shows a man arriving home in his BMW, emerging from the vehicle, and taking a lingering, prideful look back at the car. According to a press release, this signifies a “combination of the driving experience, the design and the pride of ownership” which “BMW drivers recognise.” While you’d certain have to extrapolate a bit to get all that from the 30-second broadcast spot, it is readily apparent that this guy is more than a little infatuated with his vehicle. The spot ends by asking, “When was the last time you glanced back?” before the “Sheer Driving Pleasure” tagline appears onscreen. It’s up to the viewer to decide if the “Glance Back” is more a sign of the BMW’s brilliance or the man’s arrogance.