To promote the incredible fuel efficiency (and speed!) of the BMW 5 series, the spot features the car blazing down a long stretch of desert highway as a massive Boeing KC-135 Stratotanker appears overhead. The plane descends and a hatch opens. A long fuel dispenser reaches toward the BMW 5-series’ open sunroof as an arm appears, coffee mug in hand, ready to receive a caffeine fill-up — way before the BMW, which gets 32mpg, requires one. Mit Out Sound handled the sound design. Joe Kosinski of Anonymous Content directed for Grey West, San Francisco.
Credits
Production Company: Anonymous Content Joe Kosinski, director; Jeff Baron, exec producer; SueEllen Clair, head of production; Julien Lemaitre, producer; Jeff Michael, production supervisor; Alwin K๏ฟฝchler, DP. Editorial: Union Editorial Michael Raimondi, president/exec producer; Jim Haygood, editor; Dylan Firshein, assistant editor.
Visual Effects: Digital Domain, Inc. Ed Ubrich, president of commercial division; Tanya Cohen, exec producer; Eric Barba, VFX supervisor; Tim Jones, CG supervisor; Kait Boehm, VFX producer; Cedric Williams, VFX coordinator; Hnedel Maximore, Brian Creasey, Derek Crosby, digital artists; Lisa Tomei, Flame artist; Kym Olsen, Dan Cobbett, compositors; Michael Lori, tracking; Marco Maldonado, on set tracking. Sound Design: Mit Out Sound/M.O.S. Ren Klyce, sound designer; Misa Kageyama, sound design producer. Audio: Lime Studios Loren Silber, mixer; Lindsey Alvarez, assistant mixer.
Quality Experience, Director Aube Perrie, The Mill NY Work Out The Future of Fitness For Tonal
Tonal, the strength training system combining revolutionary digital weight technology with personalized, AI-powered coaching, has introduced its new brand platform, โPower Progress,โ and advertising campaign developed in partnership with Quality Experience (QX), the creative independent agency founded by Ari Weiss.
Directed by Aube Perrie of Pulse Films (UKMVA Director of the Year 2023 & 2024, UKMVA Best New Director 2021 and Webbyโs Best Music Video 2022) with visual effects from The Mill NY, this brand film contrasts how the heavy chains of the past still shape how we work out today, with Tonal representing the future of fitness.
In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. French director Perrieโs body of work includes music videos for Harry Styles, Megan Thee Stallion, and RMโs โLOST!โ
โSports marketing has had a long history of breakthrough advertising,โ said QX creative chairman Weiss. โWe wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesnโt happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.โ
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