BMW Unstoppable campaign draws GPS pictures

Dailies -


BMW_unstoppable_boat.jpgFor the latest element of its R 1200 GS and F 800 GS-promoting Unstoppable campaign BMW is asking riders to draw their own pictures using GPS systems and tracking software and submit them to the campaign’s site. Several maps have already been created by factory riders, our favorite of which is the boat, seen in the picture above and the video after the jump.
The Unstoppable films are nearly perfect in their execution, casting a
lone rider exploring exotic locations in order to portray the kind of
romantic adventure purchasing one of the GS models makes possible. It’s
a reasonably subtle, high budget, aesthetically appealing, clever campaign of
the type more often associated with the car world, not low budget,
behind-the-times, in your face bike advertising. Never mind that it
take an incredibly skillful rider to throw a big, heavy GS around in
the manner depicted in the videos or that most BMWs will never find
their way as far as New Mexico, much less Uruguay.

Of course, we say nearly perfect because the campaign is yet another
example of BMW needlessly attaching itself to Ewan McGregor’s coat
tails (he provides the voiceovers). When will the company learn that
its products and this campaign deserve to stand on their own merits,
rather than on those of a couple of rich idiots bumbling their way
through an all-expenses-paid holiday?

It remains to be seen how popular the interactive component of the
campaign will be (so far there’s only six user-generated drawings), but
based on the strength of its videos and images, we would declare
Unstoppable a success.

BMW GPS Drawing

  • Remy


  • doubleoh2

    Hey Wes, love ya mate and Hell For Leather, but re: Ewan et al; GET OVER IT! They inspired me to get my license and have non- expenses paid adventures on my bike. And anyway, here’s to capitalising on one’s career and network to fund and create a whole new commercial venture…?

  • contender

    I’m with Wes here. Having taken a long ride or two, I was very excited to see The Long Way Round. Sure, it looked fun, but not at all realistic…who takes a ride with two chase cars and a pannier full of cash? Jerks. I may be a smidge jealous, but whatever, I am still not watching The Long Way Down.

  • Dimitri

    I totally agree with Wes. Having wathced the longride twice now. I fell asleep after a few minutes of part 2. Ewam might be a good OB1 in Starwars but in real life he refuses to pay his bills after a friend of mine built him a cafe racer Guzzi. He collected it but finally payed a year later after a lot of hassle. so this remark truly stands firm: Rich idiots bumbling their way through an all-expenses-paid holiday.

    I call them cheap ass

  • Wes

    DoubleOh: It’s great that Long Way Around inspired you to get your license. My issue with it is that there’s a lot of people out there doing way more interesting things on motorcycles and I’d rather see money and airtime thrown their way.

  • doubleoh2

    Yeah, I know. I really shouldn’t participate with comments like that. I’ll just watch anything with bikes in it. Stay upright! Ride joyous!

  • Wes

    Nah, it’s cool, feel free to tell us when we’re wrong/stupid/arrogant/jack asses.

  • hummd
  • NBR

    Unstartable – if you succumb to the EWS failure. Like I did miles from home.

  • Fabreezio

    So a guy goes out alone and rides his BMW around to paint a picture of a boat? That happens all the time. Why just yesterday I rode my bike around and painted a picture of the declining Dow Jones. Get a clue BMW. And spend your marketing dollars on something that actually happens in the real world instead of fantastical cheese.

  • One Fortnight

    hey thank you for all these pictures!!