Earlier this week, Sir Martin Sorrell conceded that agencies had not cracked mobile advertising.
In an encouraging sign, KBS and Serviceplan have created an engaging campaign for BMW’s M2 Coupé starring the model Gigi Hadid. The ad plays out like a game of "find the lady" – Hadid gets into a BMW and drives among four others until it becomes almost impossible to track her. Mobile users can tilt their devices to better follow her. At the end, viewers are asked to pick the car that contains Hadid. While this hints at the future of well-contextualised mobile ads, it’s hard to shake the feeling that the premise – find the hot woman – is stuck in the past.