Digital
The Escape
BMW · 2016
- Campaign
- BMW Films — The Escape
Analysis
BMW released The Escape as an online short film starring Clive Owen. This official poster presents the driver, the car, and a dangerous mission as parts of a film release.
“THE ESCAPE”
Branded entertainmentFilm conventionsReturning character
Why it worked
The poster gives the audience a story to anticipate before it explains a vehicle feature. Owen’s face and the title connect the film to the returning driver character. The car sits within the action imagery, so the product belongs to the promised experience. Treating the release as entertainment gives viewers a reason to choose it.
Lesson
Give branded entertainment a story people would choose to watch on its own.