An overworked dad becomes a tireless hero in this touching Chinese ad for BMW

An overworked dad becomes a tireless hero in this touching Chinese ad for BMW


Creative agency Wieden+Kennedy is a master of the small drama and as such tells excellent stories.

The pressure that brands and their agencies are exposed to by current tendencies to emotion and narratives, is deflecting our advertsing industrie’s actual task. Namely, the one to sell stuff.

  • Story telling seduced the introduction of additional levels that contribute little or nothing to the product.
  • Focus on product and much required attention is lost on an audience already suffering from decreasing attention span.
  • Where could the emotions run higher than at the sight of a desired object (BMW X3)?
  • The advertising industry is celebrating best practices that go astray from the task to sell stuff.