Serviceplan drives (nearly) blind for new BMW 8

Author Michael Fehr has been 95 per cent blind since birth – so has never driven – but here he is driving a new BMW 8 Series Coupé at speeds of up to 180 kmh on a test track in Switzerland. Directed by Shining Pictures’ Marco Lutz for Serviceplan Suisse.

An eye-opener in lots of ways, not least by showing what Michael actually sees and how he operates.

This is what BMW advertising should be like, makes you quite nostalgic. Teutonic efficiency conquers all.

MAA creative scale: 9.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.