Last but not least: Hat game for adults

Gigi Hadid is currently one of the hottest models in the world. For example, she has replaced Cara Delevingne as the face of Topshop, walked the catwalk for Victoria's Secret and appeared in music videos by Taylor Swift and Calvin Harris. And now she is playing hide and seek with the viewer for BMW. The Bavarian car manufacturer has probably hit the bull's eye with the new (and first) M2 and could build on the success of past cult models in the M series. A car that nobody needs, but many people want. It looks stunning - and if current tests are to be believed, the inner values are also impressive.

The advertising doesn't have to be too innovative. Take five cars, a beautiful woman and have the whole thing filmed by director Marc Forster using 360-degree technology - and you have a moderately original but technically flawless game of hide-and-seek. On the microsite Eyesongigi.com you can then guess which car the model will be in at the end of the speedy ride. It's a bit like the cone scam on the streets of Berlin - only here you have the chance to guess the right answer. By the way: The 360-degree experience still only works on certain browsers in the latest versions. Chrome, for example. The campaign was developed by the New York agency KBS New York and the film was produced by Tool. (hae)