BMW Z4 Vs London

Augmented reality. The technology that everyone and his nan has spent the last year trying to force their clients to buy into. Some stuff is great (file under ‘Doritos’, ‘IBM Wimbledon’ and ‘USPS’), but most of it is pointless shit. And so when I first saw the BMW Z4 campaign, I found myself positioned precariously between two equally-comfortable stools:

• Stool 1 - Wow, I’ve got a ringside seat at the future. I can make pretty patterns on my desk. I can park a beautifully-rendered 3D car in between my stapler and yesterday’s coffee mug. Awesome.
• Stool 2 – Am I really going to play with this more than once? What can I actually do with it? Is it helpful in any way. shape or form? No.

But all of that stool-balancing (which sounds like a fetish sport played in certain towns in Germany) has now come to an end. Because this new twist on the campaign is bloomin’ brilliant:

Simple, fun and playful. Love it.