Steve Hall posts about the film "Respect" launched by BMW to promote its new K1200 R motorcycle. I would say "Respect" to BMW for such a brilliant idea, engaging, entertaining and why not, innovative. Creating a movie for a motorcycle might appear expensive, but think about the huge amount of ads out there. People just don't care/remember of tv spots, you need to attract them with something new, a product placement in your own advertising movie sounds so brilliant to me. Even if I won't buy that motorcycle, my perception of BMW as a brand has increased and I'm happy to spread the word...