The ad effectively uses a well-known athlete to convey BMW's message of innovation and prestige. The black and white aesthetic adds to the sophistication, although the lack of explicit CTA may leave some viewers unsure of the next step.
Emotion
Aspiration
ExcitementPrestige
The viewer starts with intrigue, moves to admiration, and ends with a desire to be part of the 'new era'.
Hook
A close-up of a focused athlete's face sets a dramatic tone.