BMW Italy: new campaign, old mistakes

In Italy BMW, is presenting its Serie 3 with a Tv spot directed by Spike Lee (D’Adda, Lorenzini, Vigorelli, BBDO is the agency) and an online campaign which takes advantage of (rather intrusive) video ads. The video ads present exactly the same spot aired on TV, which is a nice spot, but is not really the kind of ad you’d like to watch online. The second disappointment is when you click on the banner: you are taken to the BMW Serie 3 website where your only option is to register in order to access the content. I’ve tried to fill the form, but there are just too many personal info you need to provide, I got annoyed and preferred to leave. I wonder how many people actually registered without even knowing the kind of content they will be getting…