a brand apart
Posted by Abe Sauer on January 20, 2011 02:00 PM
This is for marketers who believe that advertising featuring stereotypically petty backbiting between men and women, humor involving nudity, nutshots or passed gas or sarcastic meta-absurdity like the Old Spice Guy is good brand building.
Above is a video put together by the son of a motorcycle owner. It is the greatest brand-building commercial of all time and BMW should buy rights to it immediately and show it all over the world forever.
The backstory to the video, which was posted last August and is big in fan forums (especially in Japan), as offered by its creator, YouTube user 42bill:
"This is a photo story of my father's 1958 BMW R50:
Boy meets girl, gets married, buys motorcycle. Rides it for 60,000 miles and has accident when wife is pregnant with 3rd child. (me) Wife orders motorcycle to be taken off road until all her children are grown and on their own. One day when bike is moved to a different storage location, son sits on bike and dreams of being a Jedi Master like his father. Couple grows old together and bike is not ridden for 40 years. Husband is now a grandfather of 7 and married for 50 years, when he dies of a stroke at age 71.
Son looks over the old rotting machine and finds note attached to it from his father to him. Son decides to restore the old 1958 BMW R-50 as a tribute to his father. With the help of many friends, especially Peter Nettesheim, world renowned BMW collector, bike is restored to look even better than it did when it was built in Germany."
We simply defy anyone to point to a more moving, more brand-championing three minutes and forty seconds anywhere ever. We've already watched the above five times and going for a sixth. The guy even paid $1,000 for rights to the song — and Pearl Jam's label is only letting him use it for a year? Good gravy.
Furthermore, if BMW owned the rights to this story it would make a perfect foundation for expansion into a brand-focused full-length film. BMW, Pearl Jam — the ball's in your court.