The commercial features one of the world's highest helipads with a BMW doing donuts as if it's child's play. At the same time, there appears to be no safety devices used during the stunt apart from a very skilled driver who takes control behind the wheel. The ad was created by Cundari, which is an agency based in Toronto. The agency deserves credit for coming up with the BMW 1 Series M Coupé helipad stunt, as it shows off the dexterity of the new BMW and keeps viewers on the edge of their seats.
Implications - In contemporary society, consumers are looking for marketing techniques that do not necessarily convey information about a product, so much as the feeling that goes along with it. Companies must remember to promote the sensations associated with their commodities in order to stand out in the competitive marketplace.