Greatest BMW Ad In History Is Not By BMW

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.

More about: BMW, Pearl Jam, YouTube

TC says:

It's hard to critique such a labour of love. I didn't really get the story until reading the article, but loved how the emotional kicker was saved till the end - the plaque on the bike. It's all you need to know. BMW is your connection to people, past and present.

January 20, 2011 05:59 PM #

Achim Muellers says:

I agree, it is a beautiful, touching and above all authentic story and statement. A lot more credible than the usual ad or the paid endorsements. Brands, especially those with a high emotional factor, are well advised to search for these stories and let the people tell their story. It adds more to the brand value than any other paid message ever could.

January 21, 2011 03:37 AM #

Ibrahim KAMMAH says:

It is certainly hard to create a story like this, BMW should be aware that the customer empowerment strategy is just the best way to get great ideas from people who do know and have a living experience with your brand...

January 21, 2011 04:56 AM #

George Davis says:

This brings a tear to my eye and is indeed the very best bit of brand building I've ever seen. I'm sick of most advertising and brand messages I see these days, and this is going to refocus me in someway.

You are rigth, BMW and Pearl Jam should be paying this guy, NOT THE OTHER way around.

Expect other companies to copy it. Thank you for bring this to oru

January 21, 2011 07:45 AM #

Paul Aiken says:

Thanks for sharing that video. Very moving and a joy to watch!

January 21, 2011 11:45 AM #

Cass Riese says:

Beautiful story.

January 21, 2011 03:15 PM #

Rowdy Jones says:

Very touching video. It makes me want to go out and buy a BMW motorcycle. However, I share the same kind of love for my BMW Z3 convertible, wanting to save it for my son or daughter someday. There is nothing like passing the love for a fine built machine to the next generation. There's just something about a BMWs. Thanks!

January 22, 2011 12:40 PM #

Victor Seabaugh says:

My brother and I have my dad's 59 Triumph Bonneville and it reminds me so much of this video. We haven't had the money or time to restore it yet but this video is an inspiration to do so. It kind of brought a tears to my eyes.

January 22, 2011 02:37 PM #

Charlotte Dunder Forslin says:

Lovely story, beautiful told in words and video. Thanx!

January 24, 2011 02:59 AM #

Chris says:

"My brother and I have my dad's 59 Triumph Bonneville"

Great video. If it was an Harley, Ducati or an Triumph, Indian or any other bike would the story be less moving? The video is lovely. Don't get me wrong.

Just think about it. Is it really an BMW ad?

Just wondering!

January 26, 2011 07:28 AM #

Bill Costello says:

I don't blame you for wondering, but it is a real slideshow showing the story of my motorcycle spread across 2 generations. Or, it is really the story of my Dad and how amazing he was, and how I created a tribute for him by restorung his old motorcycle.
Either way, I had no help making this slideshow from BMW, although I do hear they are very pleased. If you check on my other youtube videos you will see enough evidence I think to show I am just a regular guy who had a great dad.

January 26, 2011 01:24 PM #

Gerry says: