We needed to create an advert as unique as the iconic M5, which demonstrated the speed of this car, as well as the ground-breaking approach of BMW.

To achieve this, we made a really fast ad, designed with M5 drivers in mind. It was so fast in fact, that you couldn’t really see what was going on. Viewers were left intrigued and wanting more.

Then, using the magic of digital satellite television technology which allows you to fast forward and rewind live TV, viewers who weren't M5 drivers, and thus not used to high speeds, rewound the ad and played it back in slow motion. When played back in slow motion, the commercial played at a more comprehendible speed which allowed viewers to get a better look at this sleek and sophisticated automobile and the details which make this car so distinctive.

This innovative and racy ad was the first of its kind and allowed us to interact and connect with consumers in a new and exciting way, while confirming BMW’s position as a class-leading pioneer. Our commercial shares many of the same qualities that the BMW brand stands for, and struck the right balance of showcasing the product and entertaining and engaging the consumer.In addition to connecting with viewers in a new and exciting way, we were also able to interact with them for 90 seconds (or more), while only paying for 30 seconds of airtime.

To achieve this, we made a really fast ad, designed with BMW M5 drivers in mind. It was so fast in fact, that you couldn’t really see what was going on. Viewers were left intrigued and wanting more. Then, using the magic of digital satellite television technology which allows you to fast forward and rewind live TV, viewers who weren't M5 drivers, and thus not used to high speeds, rewound the ad and played it back in slow motion. When played back in slow motion, the commercial played at a more comprehendable speed which allowed viewers to get a better look at this sleek and sophisticated automobile and the details which make this car so distinctive.

This ad proved to be very successful with its large presence on the internet due to viewers commenting and posting about this breakthrough in TV advertising, as well as DSTV’s request to continue flighting the ad at no additional cost, due to the fact that it made such good use of the PVR functionality that the digital satellite technology television provider wanted to showcase and promote.

As well as creating awareness of the new M5 and increasing showroom visits and sales, we were able to reduce costs by targeting only higher LSM groups (making use of premium TV bouquets), and by buying 30 seconds of airtime and receiving 90.