Stirring the spirit and senses

Comments Ireland/Davenport MD, Sue Ferguson, "Our new commercial is entirely focused on BMW's design philosophy. This commercial highlights the fact that at the heart of this philosophy is something more than just engineering but something unquantifiable and entirely visceral that cannot be calculated through formula."

Created by Philip Ireland and John Davenport, the commercial opens on a shot of a beautiful flower as we explore why certain objects are aesthetically appealing to the human eye and what it is about these objects that "stir" us.

As we focus on images of classically beautiful people and exquisite architecture, we examine the various ways that people have tried to "calculate" visual appeal and how they have tried to find scientific reasons for the fact that we are drawn to certain features, objects and shapes, than to others. Mathematics, ratio and proportion have all been touted as reasons, but in the end none of these makes real sense.

As the commercial reaches its conclusion, the focus is on the distinctive lines of a BMW vehicle and how visual appeal cannot be calculated with numbers or formulas is discussed; it can only be felt.

Davenport expands on the thinking behind the ad, "The basic discussion that takes place throughout the commercial is about what it is that makes us feel something for an object and what this thing is that 'stirs' the human spirit - how one cannot intellectualise or rationalise this element.

Adds Ireland, "Instead, we come away from the commercial realising that visual appeal and aesthetics are based entirely on what you feel, your instinct and your intuition. And it is this basic premise that forms the basis of BMW's design - it cannot be calculated through engineering formula; it needs a human element."

The commercial was filmed in Paris, Glasgow and Johannesburg by Adrian de Sa Garces of Velocity Films.