Threading the Needle in a BMW 1-Series M

I have to assume that marketing is an interesting business to be in, especially if you’re marketing for the automotive sector. Coming up with fun and creative ways to sell cars can be challenging but rewarding when you’ve come up with a winning idea.

In some cases though, purely showing off a car’s capabilities is all that’s needed and that’s exactly what the marketing team at BMW decided to do for the new 1-series M. Just some tarmac, a driver and a challenge: get the 1-series M through cut outs that are shaped exactly to match the shape of the 1-series M and quickly as you can without hitting the concrete walls.

The point, seemingly, is to showcase just how well the 1-series M can perform by threading the needle. It’s not clear if those barriers are computer generated (that would pretty much ruin the entertaining value of the commercial) but it’s pretty clear that the actual driving part is real.

[Youtube]

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