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14 May 2019

Oh brother!

by Jason Stone

BMW: “Brothers” - 3 mins 18s

This BMW ad was made for the UAE and perhaps its overt sentimentality will strike a chord with the target audience but to DAVID's occidental eye it's a bit much, to say the least.

It depicts a rift between two brothers which is as inexplicable as the oddly simultaneous decision to resolve it. But neither thing is as strange as the fact that one of them drives his son home from school even though they appear to live only thirty metres away.

If there was only thirty or forty seconds to tell this story then perhaps it would be understandable that there is no exposition but it runs for longer than three minutes, and there is no excuse.

Along the way, there's tearless crying and a search for a photo album which has such an unnecessary franticness that it resembles a search for an antidote to counter a fast-acting poison. Possibly self-administered by a viewer.

Director: Sune Sørensen Ⓟ Ⓦ (HunkyDory Ⓟ Ⓦ)
1st AD: Patrik Farra
Cinematographer: Niels Thastum
Casting: Julie Beiruti

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.