It won’t happen as a result of a cheesy user-generated ad campaign, or by a company’s ad agency hiring a flashy director to shoot something that looks authentic and real.

It happens when ordinary people tell stories of their lives in which your brand just so happened t0 play a part.

This film was made by an independent BMW enthusiast. The complete lack of selling and authenticity of it makes it something, unfortunately, a company would never be able to replicate.