Car blog Jalopnik has gotten the “exclusive” rights to a BMW-produced mockumentary about the townfolks of German village Oberpfaffelbachen and their attempt to build a ramp that will launch a car from there to San Francisco.
BMW was one of the early-adopters when it comes to making pretty great entertainment that also serves as effective advertising. Their “Driver” series is still an industry benchmark.
Although they’ve gone a very different direction with The Ramp, they continue to raise the bar in terms of creating a quality distraction. The tone, performances and technical elements are all top-notch. The fact that it is an ad for BMW feels completely secondary.
BMW never tries to truly fool us into believing this is real, they are just allowing us to suspend our disbelief and join in the fun.