Mano (¿Te gusta conducir?)

Why it works

Filmed from inside the car, the spot never shows a BMW. A driver's hand plays with the wind outside the open window from dawn to a sunset by the sea, and a gentle voice closes with a question instead of a claim: "¿Te gusta conducir?" Created by Barcelona's *S,C,P,F… and directed by Víctor García, who was told the camera must never leave the car, it was shot on the road between Los Angeles and Monument Valley. It is studied as the moment a cold, distant German brand found an emotional voice in Spain, selling a pleasure anyone recognises rather than specifications; the line went on to close some fifty BMW spots over fifteen years. It won the Grand Prix at the 2001 San Sebastián festival and the 2002 Gran Premio a la Eficacia, and in 2010 the media voted it the best film Grand Prix in El Sol's first 25 years. Citing Cinco Días, Forbes reports BMW's Spanish sales rose 11.4% the following year.