BMW Hits the Spanish Turnpike with Jack Kerouac


Perhaps worried about Lexus poaching the literary crowd, BMW released an ad where Kerouac's On the Road is the star.

Feels a little Moulin Rouge-ish. You know, with the fast-paced prose and the music, the random intrusions of hitchhiking bands and too many cars and, at some point, a horse. (The pressie calls it "vibrating and action-packed." Which sounds a lot like an ad for a very expensive sex toy, actually.) I didn't like it at first, but after five or six watches I found it almost breathtaking.

The spot went live on Barcelona-based and will also run on television. It's supposedly the first ad to be broadcast in HD to the Spanish market.

Voice-over text from On the Road is below.

And so I shambled after, as I've been doing all my life after people who interest me, because the only people for me are the mad ones, the ones who are mad to live, mad to talk, mad to be saved, desirous of everything at the same time, the ones who never yawn or say a commonplace thing, but burn, burn, burn, like fabulous yellow roman candles exploding like spiders across the stars and in the middle you see the blue centerlight pop and everybody goes 'Awww!'

Thank you, Kerouac.

by Angela Natividad    Jun-11-08   Click to Comment   
Topic: Commercials   

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maybe if they referenced
Dean Moriarity, the world's greatest parking lot could really work for them

Posted by: Tom Messner on June 11, 2008 1:54 PM

But... but...

But they were driving a beat-ass old Ford in the best parts of On The Road! Why doesn't Ford tap into that?!


Posted by: Jolie O'Dell on June 11, 2008 2:00 PM

The connections between Jack Kerouac, BMW and Spain represent a monumental stretch that would have Jack and Neal rolling in their respectrive graves.

As for the voice-over: Excellent! Unfortunately, there's nothing mad about a beemer...unless smarmy yuppie attitudes are the new madness...

Posted by: John Gillett on June 11, 2008 2:51 PM

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