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.
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
