Challenging times call for stress reduction–and BMW is looking to accommodate us. For its latest brand campaign out of Goodby Silverstein & Partners (GS&P), BMW invites us to sit back, relax and take a first-person audio-sensory journey through an online car wash––no seat belt necessary. The BMW Calm Wash film has premiered today (8/17) on YouTube and may soon be streaming on Amazon Prime.
The two-minute film features an array of mesmerizing colors and cosmic sound design and invites viewers to zone out and find their moment of Zen while sitting in a luxurious X7.
“We look at the BMW X7 as not only a mode of transportation but as a safe space, somewhere passengers can go to relax,” said GS&P associate creative director Rony Castor. “And right now we could use some relaxation.”
Credits
Client BMW of North America Uwe Dreher, VP, marketing of North America; Albi Pagenstert, head of brad strategy & communications, North America; Michael Jobst, national brand & media director; Zach Ambrosino, national media specialist; Jaime Pritchard, social media specialist. Agency Goodby Silverstein & Partners Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Wes Phelan, Matt Edwards, creative directors; Anthony O’Neill, Rony Castor, associate creative directors; Mike Rodriguez, art director; Sam Dworkin, copywriter; Leila Gage, Margaret Brett-Kearns, co-directors of production; Matt Laker, executive producer; Phoebe Buckley, producer; Bonnie Wan, partner, head of brand strategy; Christine Chen, partner, head of communication strategy; Stephanie Phillips, group brand strategy director; Kevin DeStefan, brand strategy director; Darien Ahn, brand strategist; Dong Kim, group communications strategy director; Matt Hudgins, sr. communications strategist. Media Agency Universal McCann Production Company GS&P Social Michael Miller, co-director/DP; Quinn Gravier, co-director; Danielle Richard, exec producer; Amanda Steigerwald, line producer. Editorial GS&P Social Michael Miller, editor. Audio & Sound Design Post Human Sloan Alexander, composer, sound designer, mixer, creative director; Carol Dunn, exec producer; Kamela Anderson, sr. producer. Postproduction Company 3 Kath Raisch, colorist; Tom Gehring, director; Max Hadson, operations manager; Matt Moran, sr. producer.
Plant-based food brand THIS™ is bringing its trademark humor to TV screens during Veganuary with the debut advertising campaign from its new creative agency, London-based St Luke’s.
Centerpiece of the campaign is this film directed by Glenn Kitson through St. Luke’s in-house production studio, Apostle Studios.
Shot in a mockumentary style complete with hand-held camera work on 35mm film, it stars a glamorous and very upbeat real estate agent who loves being at the top of her profession. She then reveals how after just one taste of the juicy, award-winning THIS™ Isn’t Pork Sausages, things changed. If meat-free sausages can taste this good, she reasons, then absolutely anything is possible. And with a flash, our estate agent has decided to become a wingsuit flyer--with somewhat unfortunate consequences.
Nonetheless, she remains cheerful, and the film finishes with the line “THIS Changes Everything*” along with a disclaimer that “everything” does not include wingsuit flying abilities.
