Leo Burnett - Cultural Fuel

The agency Neogama /BBH, São Paulo, Brazil developed a commercial only for boys. Fairly sexist attitude even from my female point of view - but it’s amusing:

via

Okay. There has been some sexy car advertising out there before, whether it is VW Helga or some of the Cadillac models, but now BMW is entering the fray as well. It’s pretty shocking for a pretty conservative German brand, such as BMW. And, to be honest, it’s kinda krass., especially with the tagline “You know you are not the first”.

However, it is arresting (which hetero male would not succumb to a Lolita ad?) and of course, the target of overspending and objectiving materialistic social climbers trying to score a used BMW is probably addressed fairly well.

The jury is out.