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Drew Smith: ethnographer, strategist and host of Rising Minds

BMW wants to activate the future

UPDATE: So despite Activate The Future appearing engaging and media-rich, the bone heads at BMW and KBS+P wont let me embed the video. That should qualify as an automatic social media fail. Talk about activating the past. But it’s Monday and I’m still feeling generous. Hit the link in the line below…

This trailer ticks so many boxes Drew-shaped boxes it hurts. From the Plymouth Superbird to the plinkety-plonkety music and the cute bon mots, I was hooked before I even realised what everyone was talking about. Which just so happens to be the future of mobility. Booyah!

The result of a partnership between BMW and KBS+P, the series of four movies will investigate the impact of urban density, technology and society on how we get around. The roster of talking heads is rather impressive with Syd Mead and Buzz Aldrin chipping in amongst others like Marissa Mayer (VP, consumer products, Google) and Robin Chase (Co-founder, Zipcar).

What’s most fascinating to me is that, at an industry level, BMW is completely owning the new mobility space. Of course, they have new range of mobility solutions to hype so it makes perfect sense. But, as yet, none of the big league players have taken up the urban mobility bat in such overt, engaging and media-rich manner. Props to little BMW and partner for getting there first.

The first movie The New City: How the way we live will impact the way we move goes live on February 1 at bmwactivatethefuture.com


Citroen turns 90 with nary a Xantia or Xsara in sight (thank god)

I thought I’d get back into the swing of things with something light weight but nonetheless enjoyable.

The ad above, found via Autoblog, is a celebration of the chevroned one’s first 90 years, a small portion of which I’ve taken great delight (and sometimes enormous despair) in sharing. My great aunt had a metallic sky blue DS that enchanted me as a small child while, in a moment of temporary insanity, I purchased a CX2400 Pallas for AU$1. You can perhaps imagine how that story ended…

Hitting it’s stride with the mass-production of front-wheel drive in the 15, Citroen went on to produce some of the most  sensual, seductive (and sometimes ruinous) cars in the form of the DS, CX, XM, C6 and, long may she reign, the seminal SM.

Beyond these hydropneumatically suspended beasts, Citroen also produced some cracking small cars. Think of the iconic 2CV, the plastic-bodied Mehari or the slightly unhinged AX Gti (an example of which nearly prematurely ended my life thanks to the ease with which the car’s 100 Bhp could get it airborn…) and you’ll know what I mean.

That’s not to say there haven’t been some woeful missteps in the company’s storied history.

They’ve produce some of the most challengingly styled cars this side of the Pontiac Aztek (Ami 6, I’m looking at you) and the whole of 90’s and the first few years of the 00’s were, XM aside, unbelievably glum times for Cit lovers. It seemed as though Peugeot, the controlling partner in the PSA conglomerate, wanted to kill off all the remaining fans with sheer boredom while destroying what market credibility they had left with 0% finance deals and discounts that basically wrote brick-off-a-cliff depreciation into the contract of sale.

I owned a car from this era, a Xantia 2.1 TD, whose sole redeeming feature was it’s ability to do one lap of the Nürburgring without expiring. Even the pleasures of the hydropneumatics were subsumed by Peugeot’s efforts to make the car more “Germanic” (read annoyingly stiff and jittery). And don’t even get me started on the wet fart that was the Xsara.

Happily all of this is overlooked in this joyous advertisement. What we get instead is a veritable orgy of what makes Citroen great: floaty suspension, turning headlamps, cyclops eye instruments out of the CX and a feisty woman going nuts on a beach in an SM, all with Eartha Kitt growling in the background. The LHM lover in me really couldn’t ask for anything more.

About DownSideUp Design

I'm Drew Smith and I'm an ethnographer and strategist. By day I shape culture and strategy at Seren. By night I sleep (mostly). And once a month, I host an event called Rising Minds, at Shoreditch House.

DownsideUpDesign is a place for me to collect stuff that I like, often love and sometimes hate for safe keeping. All views represented here are mine and mine alone and do not represent those of anyone else.

Get in touch at drewpasmith (at) gmail (dot) com or tweet me (@drewpasmith) to rant, contribute or collaborate!

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© Andrew Philip Artois Smith and DownsideUpDesign, 2009. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Andrew/Drew Smith and DownsideUpDesign with appropriate and specific direction to the original content.