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8 October 2019

A tight squeeze.

by Andrew MacGregor


BMW: “The Small Escape” - 3 mins 51s

Almost thirty years after the destruction of the Berlin Wall, BMW pay tribute to those who risked life and limb to help others escape East Germany in this compelling piece of work. Deftly realised by director Alex Feil, the ad follows a man who uses an unusual mode of transport to hoodwink the guards: an Isetta 'bubble car'.

Despite said vehicle's chucklesome appearance, the sense of dread conjured by Feil and his crew is palpable. Evocative production design draws us further into this bleakly uplifting scenario, which the brand leverage without becoming exploitative. A suitably tense depiction of Cold War ingenuity.


Director: Alex Feil Ⓟ Ⓦ (Believe Media Ⓟ Ⓦ)
Cinematographer: Khalid Mohtaseb
Editor: Iain Whitewright Ⓦ @ Whitehouse Post Ⓟ Ⓦ
Composer: Philip Kay @ Woodwork Music Ⓟ Ⓦ

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