BMW corners the market in corners

It’s always a thrill when auto advertising veers off the well-worn road of lone cars sailing along empty well-worn roads. And this ravishing spot for BMW and Middle Eastern importer AGMC delights at every surprising turn.

The hero film of the 'Get Even With Corners' campaign created by Serviceplan Middle East, it's a stunningly noir-esque treat, directed by Nalle Sjöblad through DejaVu Productions.

With a nod to Kafka, the beautifully designed world centres around a court case in which corners stand trial for causing humiliating stubbed toes, bruised shins and lost arguments with furniture. 

The director commented: “The visual language had to make the case feel completely real, even though the premise is inherently ridiculous. We treated the courtroom like the centre of an entire world where corners have caused genuine damage and the people have finally decided to seek justice. The noir aesthetic gave us tension, obsession and a sense of unresolved grievance. Then, when we move into the BMW M driving, that rigidity gives way to movement and control. The same thing that has been presented as the villain suddenly becomes the source of pleasure.”