Agency creates ‘music’ video for BMW dealer using only sounds recorded from cars
Full service agency Zakazukha Marketing Communications has created an 80-second ‘music’ video for a car dealership composed purely from the sounds made by BMWs.
The video will form the central plank of a regional campaign for the Motorline BMW dealership in Brisbane.
Brisbane composer Timothy Fairless, who also stars in the spot, scored the piece from the noises he recorded from BMW’s 428i coupe, 520d sedan and X5 30d SUV.
https://www.youtube.com/watch?v=ofaMGTd1u7g
It includes boot slams, indicator clicks, electronic sounds from the dashboards and vocals from the cars’ voice recognition system to create the work. The video will be rolled out online ahead of a cinema advertising launch in select Brisbane markets later this year.
“We want to lead it online so that by the time it plays in the multiplex we get some people nudging their mates saying: ‘I’ve heard about this thing’,” Zakazukha creative director Sam Cleveland said.
Cleveland, who conceived the idea, added: “Keeping the form of the piece loose gave Tim space to create something a lot of people will appreciate and seek out, without it feeling overly commercial.”
Fairless said: “The music had to reflect the BMW aesthetic – which to me is refined and easy on the eye. So I went for something balanced, crisp and precise-sounding, with a strongly defined hook, something easy to listen to.”
It is not the first time companies have used the sounds of vehicles to create a musical track. Mercedes Benz allowed fans to remix their own has similar ideas while TV show Top Gear recreated its theme music from the sounds of exhaust pipes.
Wow man, how creative.
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I’m all for using old ideas when relevant or new to a local market but the quotes in this make it seem as though the wow factor is going to blow consumers away. On top of the executions mentioned above, I can think of 3 other ideas with exact/near enough executions of this idea.
2001 HSV – V8 Symphony
2008 Honda – Musical Road
2012 Honda – Symphony in Motion
Execution is ok (good for a local dealership) and may get mild engagement, but don’t expect the hype that people will be talking about it beforehand like it’s a brand new idea that they can’t comprehend.
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Nicely put together guys.
Sure, it’s not the first time it’s been done, but that doesn’t stop it being enjoyable to watch.
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for something done on a regional budget this looks and sounds solid. you would expect a happy client for sure.
plus if the composer has any profile in brisbane they could drive it a few ways.
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