Cannes Lions
AIR PARTNER OF MCCANN, Brussels / BMW / 2017
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The radio commercial starts with the voice over who takes a very deep breath. He begins by providing the standard information about the 100% electric BMW i3. As the long commercial progresses, you hear he struggles and is running out of breath while explaining specific advantages. At the end you feel he has almost no air left… while trying to explain the car has 0 grams of CO2.
Then we realize he recorded this commercial in one single breath… Trying to be very eco friendly, but still exhausting more CO2 than the BMW i3.
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