Spark & Riot's Nalle Sjöblad Directs “Get Even With Corners” for BMW M

The BMW M track experience is turning a lifetime of stubbed toes, bruised shins and lost arguments with furniture into a deadpan noir court case against corners in a new campaign. Creating “Get Even With Corners” from BMW + AGMC–the authorized importer of BMW Group vehicles for Dubai, Sharjah and the Northern Emirates–was agency Serviceplan Middle East.

We call can relate to the universal experience of losing a fight with a corner, from a bed to a table corner. The pain is immediate, the humiliation lasts longer, and somehow, there’s never any justice. But, while some corners may remain undefeated in bedrooms, hallways and living rooms, there are others that BMW M was made to conquer.

The “Get Even With Corners” campaign centers on this online film which puts corners on trial in a stylized black-and-white courtroom drama before revealing, after a lifetime of losing to corners, the one place where drivers can finally get even: behind the wheel of a BMW.

The film plays out a simple but highly relatable human truth: everyone has spent their lives losing arguments to corners. By elevating this minor daily grievance into a full-scale legal case, the film creates a Kafkaesque, absurdist comic world where sharp edges are treated as a public menace.

Directed by Nalle Sjöblad through DejaVu Productions, the film borrows from noir cinema, and absurdist comedy. Heavy shadows, wide-angle framing, period details and a deliberately heightened sense of seriousness, give the everyday menace of corners an almost criminal weight.

“Get Even With Corners” offers a fresh take on automotive advertising, avoiding the usual tropes of power, precision and performance in favor of a more human proposition. Rather than asking audiences to admire BMW M from a distance, “Get Even With Corners” gives them a reason to want to experience it for themselves.

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