Tuesday, March 10, 2009

How to launch a car model...Like a Paint Brush ?!

If you haven't seen this yet, I recommend taking a look at the introduction of the new BMW Z4 Roadster.

The campaign is captivating. Though he is now gone to his villa in Italy, Chris Bangle has his hand prints all over this. He said many times in recent years that cars have become constrained by convention and he ought to be working to rethink the way they were perceived/conceived by us - the humans who create and enjoy them.

Though this video sneak peak is still a hunk of metal and rubber built in the same way that BMW has been making cars for 40 years, the ballet choreography is uplifting. Perhaps it is an glimpse of things to come in the car world - a growing room for style and expression beyond the tyranny of electronics, features, and performance stats.

Enjoy and Bravo to whomever dreamed up this marvelous event.

http://www.expressionofjoy.com/


(sorry for making you click through, there was no embedded video to be placed straight into the blog)

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