For BMW, the holidays are all about going wherever the mayhem and magic of family takes you. This year Goodby Silverstein & Partners and director Jonny Mass of RSA Films created two spots for BMW’s annual Road Home Sales Event reintroducing the same cast of family members from last winter’s “Big Red Bow” and this year’s Summer On Sales Event for a duo of holiday adventures.
In this spot–entitled “Forget Something?”–we tap into the ever present and hilarious chaos of trying to get the whole family to leave on time for anything–in this case, a holiday ski trip. After all, with two BMWs, ski gear, kids and a pet to wrangle it can be easy to forget something (or someone) important.
Credits
Client BMW of North America Agency Goodby Silverstein & Partners Rich Silverstein, co-chairman; Margaret Johnson, chief creative officer; Matt Edwards, Wes Phelan, executive creative directors; Kevin Leung, Clemens Zlami, associate creative directors; Savannah Bradford, Mayra Aguilar, art directors; Mason Douglass, Dougie Poland, copywriters; Bonnie Wan, partner, head of brand strategy; Christine Chen, partner, head of communications strategy; Katie Coane, deputy director of brand strategy; Weston Borg, brand strategist; Dong Kim, group comm strategy director; Charlotte Cardova, sr. communication strategist; Jim Haight, director of production; Matt Flaker, Rachel Saxon, executive producers; Daniel Chang, sr. producer; Senait Hailemariam, associate producer. Production Company RSA Films Jonny Mass, director; Pete Konczal, DP; Buddy Brakha, exec producer; Client Caluory, producer. Editorial Abandon Editorial Ed Khoma, editor; Andrea Carrino, assistant editor; Joanna Hall, exec producer. Music Racket Club Music Justin Hori, creative director; Adrea Lavezzoli, exec producer. Audio Sonic Union Steve Rosen, audio engineer/mix; Justine Cortale, exec producer. VFX The Mill LA Nhat Tran, shoot supervisor/VFX lead; Thomas Downs, VFX lead; Hillary Thomas, VFX EP; Sherilyn Martin, VFX producer; Paul Yacono, colorist; Krista Staudt, color EP; Denise Brown, color sr. producer.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
