So, you've built the world's fastest sedan and you need to advertise it. The obvious thing to do is take it out to the desert and film it going as fast as it will go, but what about filming it in slow motion? Crashing through giant glass apples?
This ad for BMW's ballistically fast M5 may sound a surreal way to show off such a quick car, but it all makes sense when you compare it to other YouTube hits.
There have been several spectacular slow motion clips that show bullets crashing through fruit, water filled balloons and anything likely to explode in a satisfyingly messy way. BMW's Bullet clip uses these for inspiration for some even more spectacular results.
The ad opens with the M5 in a darkened tunnel that resembles a rifle barrel. After a noisy rev-up, the M5 bursts out onto the Bonneville Salt Flats, famous for hosting some land speed record attempts. As the M5 gathers pace, it looks as though the ad is going to be a demonstration of flat-out, straight line speed.
That's when things get interesting. The M5 careens toward a shape on the horizon, a massive glass apple. Switching to super slo-mo, the car cruises through the giant sculpture, pulverising it just like the bullets pureeing fruit in the older videos.
Unstoppable, the M5 continues to streak across the desert, popping huge water balloons and escaping before a single drop lands its bodywork. The car flies through a bullseye and disappears over the horizon.
Put together by Cundari Toronto, the ad has garnered an incredible 1.8 million views since it was launched 4 days ago. The incredible Bullet ad has earned over 123,000 shares and has ricocheted around Twitter to become one of the web's favourite ads this week.
The ad's bullet idea may sound a little ridiculous, but it real lahs gone off with a bang.