Something Different: A Really Beautiful Commercial from BMW

I found this commercial on the Ted Blog. It features one of their members. I think it's a slightly different approach to advertising in the current market. There isn't a single car in the ad. There's nothing that looks like a car. There's no discussion of cars. It's a discussion about something completely different, the work of an artist/engineer. Being a TED member, he's bound to pretty sharp.

What makes it good?

1. The work of the artist and the photography of same. His creations are really striking.
2. The stripped down nature of the discussion. It's about his work, but it's also about BMW as a brand. The logo at the end, not being tacky, brings it all back to the brand.
   

At any rate, I liked it a lot. It'd be nice to see more of this between beer Neanderthals.