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Creative for creatives

June 25, 2003

BMW has sponsored a documentary film called “Who Killed the Big Idea”, which debuted at Cannes this year. They understand that a significant piece of their market share comes from professionals in marketing-related industries. Now the company that started branded content film turns a more thoughtful and self-conscious eye onto the nature and process of marketing itself.

Director Herman Vaske uses a metaphorical murder-mystery style story to make his point that focus group-based advertising stereotypes and artificially grows certain parts of the consumer, fertilizing mediocrity and stifling the creative process in advertising.

Great brand, big names, big budget, bold initiative – pity, ironically, about the execution of the idea.

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