Viral video advertising is everywhere these days with many different companies looking to catch the eyes of potential customers around the world. What better way to make a good first impression than by incorporating one of the most popular automotive brands into an ad campaign? This was one of the primary motivations behind the use of a brand new BMW 1 Series in mobile phone manufacturer Nokia’s latest video effort.
Most movie fans recall the drama and excitement of the scene in the James Bond film Tomorrow Never Dies where the iconic secret agent outwits the forces of evil by remotely piloting his BMW 7 Series out of danger using only a small mobile device. When that particular film was released, the technology required to accomplish such a feat seemed firmly rooted in the top-secret spy genre, but flash forward to the present day, and suddenly, it seems that this type of stunt driving has become accessible to the every day cell phone user.
In the Nokia video clip, a team of two Chinese electronics enthusiasts detail their lifelong passion for electronics and their love of building strange and unusual devices. Their narrative is set against a backdrop of some of their work with a bewildering array of circuit boards, wires and power sources in their home workshop. The pair eventually combine their software coding expertise, hands-on love for electronics and natural curiosity into a thriving enterprise dedicated to pushing the limits of modern technology.
One of the ultimate challenges for the two inventors was to develop a life-size remote control car. Selecting a BMW 1 Series as their test vehicle, the engineers outfitted the automobile with an elaborate, home-brewed rig that would allow them to have full control over its brakes, accelerator and steering from a distance. All commands would be sent from a Nokia C7 mobile phone with the ultimate goal being to provide enough feedback through the system to allow the automobile to engage in high-performance maneuvers.
The first test of the system came with the BMW 1 Series safely mounted on top of a lift where the steering and stop and go functionality of the team’s remote setup was put through its paces. Satisfied, the pair then took the 1 Series out into the real world where the compact premium car executed a series of high-speed turns while navigating an open concrete parking lot. After confirmation that all systems were go, the 1 Series headed out into the world where it navigated busy city streets and managed to confuse more than a few parking enforcement officials due to its lack of a human driver.
The teaming of the Nokia C7 mobile phone with the BMW 1 Series required a pair of electronics visionaries capable of seeing the high-tech link between the two advanced machines.
See the video yourself on YouTube at www.youtube.com/watch?feature=player_embedded&v=-6TNtCvg3Z0#.
