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.”
