BMW Launches "Curiosity" TV Ad, Suggests the i8 Is an Eureka Moment

Good, now that we got the bad jokes out of the way let's talk about the latest TV spot they've put together. It's called curiosity and gives you one of those "if columbus had never searched for America" kind of speeches that convinces you making electric cars is just like Chuck Yeager handing his bottom over the rugged edge when he broke the sound barrier with the X1.

The 60-second ad opens with a caveman chasing horses. They can't kill him, he can't eat them, so Grug Crood here decided to go riding instead.

Risk comes with reward and thus the caveman is able to go much further than ever before, thanks to his newly acquired horseback skills. The action then switched to the new i8, which is thus presented as a new chapter in human evolution.

What do the judges say?

Curiosity was uploaded to BMW's Youtube channel today and will hit TV screens this Sunday, during the X Factor break.

"In essence, driving a BMW is about exhilaration. The emotion behind the ultimate driving machine is very primal in some respects. The first man ever to have the breakthrough idea of riding a wild horse seemed a fitting parallel for the breakthrough idea that is the i8," said Al Young, the chief creative officer at FCB Inferno.

The company received BMW UK's creative account earlier this year and commissioned Al Young and Owen Lee to do the commercial, which we think hits the nail on the head.

Uwe Dreher, BMW UK’s marketing director, said: "This film showcases the BMW i8 as a game-changing car. It illustrates how the most progressive sports car ever built by BMW is at the forefront of innovation, ensuring the ultimate driving machine continues set the benchmark for the automotive industry."