BMW: Ode To Tarmac

Car ads often depict vehicles racing between idyllic backdrops, focusing on their aesthetic and physical performance.

But it's the road that takes the star role in this spot from FCB Inferno for BMW. 

In fact, the focus is on the tarmac itself with the voiceover poetically highlighting its importance for drivers.

“This film is a great homage to tarmac," says the agency's CEO, Frazer Gibney. "Something that is often taken for granted, but provides the platform for much joy, excitement and exhilaration. And the best way to exploit it, is of course, with a BMW M product."

It's certainly a unique way to sell a car.