Shopping for a pre-owned vehicle and finding that perfect romantic relationship have a lot in common. From looking for something genuine and reliable to worrying if their online profile and photos accurately represent reality, the parallels are abundant.
Goodby Silverstein & Partners is leaning into this analogy with the creation of Ultimate Match for BMW Certified. The goal: let viewers know that if you go with BMW Certified, you’ll find the one–with your car, at least.
This centerpiece spot in the “Ultimate Match” campaign was directed by Ric Cantor via production company Golden LA.
“There are so many similarities to what people look for when purchasing their vehicle and the qualities they look for in any relationship. This was such a fun and lighthearted approach to highlight the peace of mind and program attributes of a BMW Certified vehicle,” said Jason Zisa, retail and BMW Certified marketing manager.
Matt Edwards, executive creative director at Goodby Silverstein & Partners, added, “Knowing a lot of our BMW Certified audience is currently dating, we are leaning into these relationship tropes in our campaign to tout the benefits of choosing BMW Certified over other used and generic certified options. Finding your ultimate BMW Certified match means having 100% Genuine BMW Parts, the BMW Certified Warranty and so much more.”
CreditsClient BMW North America Agency Goodby Silverstein & Partners Margaret Johnson, chief creative officer; Rich Silverstein, co-founder; Matt Edwards, executive creative director; Clemens Zlami, Kevin Leung, associate creative directors; Duncan Spear, art director; Rachel Nagpal, copywriter; Bonnie Wan, partner, head of brand strategy; Jim Haight, head of production; Matt Flaker, executive producer; Tiffany Yeh, producer. Production Company Golden LA Ric Cantor, director; Sean Kim, DP; Matt Marquis, exec producer; Geoff McLean, producer. Editorial Abandon Editorial Joaquin Martin, editor; Ethan Jacob, assistant editor; Joanna Hall, exec producer. Audio Post/Sound Design Sonic Union Steve Rosen sound designer/mix engineer; Kelly Oostman, audio recording engineer; Joey Glick, assistant mixer; Justine Cortale, exec producer. Music Racket Club Adrea Lavezzoli, exec producer. VFX The Mill Chris Kasten, shoot supervisor, VFX lead Flame artist; Scott Tinter, head of production; Hillary Thomas, exec producer; Sherilyn Martin, sr. VFX producer; Paul Yacono, colorist.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
To land the relatable... Read More