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BMW “Pole” 2005

BMW “Pole” (2005) is a BMW commercial directed by Fabian Grobe for Jung von Matt. It won one award: Clio 2005 Gold — Television/Cinema / Sound Design.

This ad for BMW Formula 1 racing cars uses fast-paced, abstract visuals and sound design to convey the precision and power of the vehicles.

Video: FABIAN GROBE on Vimeo

Shot by shot

  1. A low-angle shot captures a race track at dusk, with the ground blurring from motion, suggesting high speed.© BMW0:00
  2. A fiery explosion erupts from the bottom of the frame, expanding rapidly against a dark, void-like background.© BMW0:23
  3. A person's hand holds a black dipstick, checking the oil level in a car engine, in a dark garage.© BMW0:39
  4. An aerial view shows a dark race track with a checkered curb, as a small, dark object moves quickly across the track.© BMW0:58
  5. Two Formula 1 race cars, one in the foreground and one in the background, speed around a track during a race.© BMW1:27
  6. Two blue and white Formula 1 race cars speed around a track on a sunny day.© BMW1:37
  7. A Formula 1 race car, dark blue and white, speeds around a turn on a race track during a daytime race.© BMW1:56
  8. A pit crew member in a blue uniform works on the tire of a race car during a pit stop.© BMW2:05
  9. A low-quality, grainy shot from a race car's perspective shows pit crew members working on the car during a pit stop at a sunny racetrack.© BMW2:14
  10. A Formula 1 race car, white and blue with a driver in a helmet, speeds around a turn on a race track.© BMW2:27
  11. A man's eyes are visible above a racing helmet, with racing statistics and sponsor logos displayed below, in a dark setting.© BMW2:44
  12. A low-angle POV shot from a race car shows the asphalt track blurring past, then the car takes a sharp turn, revealing the colorful curb of the race track.© BMW2:57

Stills © BMW. Made by Jung von Matt and Fabian Grobe.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Abstract visuals and sound design convey precision and power of Formula 1 cars.

Tagline: “It's all about precision.”

fast-paced editingabstract visualssound design focustechnical detailsracing actionbrand integration

The cut

Length
213 s
Shots
142
Average shot
1.5 s
Format
mixed

What creatives use BMW “Pole” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of BMW “Pole”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A low-angle shot captures a race track at dusk, with the ground blurring from motion, suggesting high speed.© BMWA fiery explosion erupts from the bottom of the frame, expanding rapidly against a dark, void-like background.© BMWA person's hand holds a black dipstick, checking the oil level in a car engine, in a dark garage.© BMWAn aerial view shows a dark race track with a checkered curb, as a small, dark object moves quickly across the track.© BMW
    Frames from BMW “Pole”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of BMW “Pole” in order, with its length, framing and what happens in it.

    A low-angle shot captures a race track at dusk, with the ground blurring from motion, suggesting high speed.© BMWA fiery explosion erupts from the bottom of the frame, expanding rapidly against a dark, void-like background.© BMWA person's hand holds a black dipstick, checking the oil level in a car engine, in a dark garage.© BMWAn aerial view shows a dark race track with a checkered curb, as a small, dark object moves quickly across the track.© BMWTwo Formula 1 race cars, one in the foreground and one in the background, speed around a track during a race.© BMWTwo blue and white Formula 1 race cars speed around a track on a sunny day.© BMW
    Length: 213 s · Shots: 142 · Average shot: 1.5 s · Format: mixed

  3. 03Ad ideas: every spot built on a fast-paced editing

    Before you present an idea, you need to know who has done it, and how.

    BMW “Pole” is built on a fast-paced editing. Search the library by idea to see every spot that uses it.

    Krungsri First Choice “What the Fast”© Krungsri First ChoiceKrung Sri First Choice “Patient”© Krung Sri First ChoiceEspolon “To The Bone”© EspolonYouTube “Celebrate 50 Years of Hip-Hop with YouTube | 50 Deep”© YouTube
    Krungsri First Choice · Krung Sri First Choice · Espolon · YouTube

More from Jung von Matt

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Questions

Who directed the BMW “Pole” commercial?

Fabian Grobe directed it, for the agency Jung von Matt.

Which agency made BMW “Pole”?

Jung von Matt created it for BMW (2005).

What awards did BMW “Pole” win?

1 awards, including Clio 2005 Gold — Television/Cinema / Sound Design.

What is the tagline of BMW “Pole”?

“It's all about precision.”

Sources for the credits and awards

web.archive.org