On the road

“And so I shambled after, as I’ve been doing all my life after people who interest me, because the only people for me are the mad ones, the ones who are mad to live, mad to talk, mad to be saved, desirous of everything at the same time, the ones who never yawn or say a commonplace thing, but burn, burn, burn, like fabulous yellow roman candles exploding like spiders across the stars and in the middle you see the blue centerlight pop and everybody goes ‘Awww!”

Jack Kerouac, On the Road

With this text as voice-over, Hugo Menduiña has directed an advert for BMW that means a celebration of the road. The road understood as a metaphor for life, a path of self-awareness that goes thru the people and experiences that we gather on the way.

When S.C.P.F agency showed the text to Hugo, in fact they were challenging him. The film should be capable of translating those values into images, each moment of the advert had to transmit the vitality and optimism typical from a BMW driver.

With this challenge in mind, Hugo and the Agosto’s team throw themselves to the task of designing a vibrating and action-packed production. The goal was to avoid a rhetorical exercise of literature, proving with each frame the relevance of a text wrote more than 50 years ago.

The casting, the music and each of the sequences needed to be direct and believable for the message to truly connect with the audience. We are talking about telling a whole road-movie in just 30 seconds.

On the technical side, On the road is the first advert ever being broadcasted in High Definition to the spanish market.

Title: On the road
Client: BMW
Agency: SCPF
Client contacts: Hans de Visser /Nicolás Cicuéndez / Laura Crespo
Account Team: Tomás Olabarri / Miguel Albusac
Creative Team: Toni Segarra / David Caballero / Isabel Martínez
Agency Producers: Mónica Orviz / Pau Cabarrocas Director: Hugo Menduiña
Production company: Agosto
Producer: Víctor Mata
DOP: Sergi Vilanova
Editor: Dani Arbonés
Post-production: Infinia
Pos-production supervisor: Sergi Roda
Music: La Crem
Time: 30″

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