Created by Goodby Silverstein & Partners and directed by Jonny Mass of RSA Films, this spot for BMW’s annual Road Home Sales Event shows how a quirky happening gives a father the wrong idea about the holiday gift he’s getting from his son.
This :45 commercial puts known category tropes (big red bow, anyone?) together with the power of Mother Nature to show us what can happen when the right thing falls into the wrong context.
“The idea is a welcome shift from the usual. It takes what we know of the holidays and holiday car commercials and adds a signature wink,” said Wes Phelan, executive creative director, Goodby Silverstein & Partners.
Starting this week and running into the World Cup, BMW plans to run the "Big Red Bow" spot on TV and online.
CreditsClient BMW North America Agency Goodby Silverstein & Partners Rich Silverstein, co-chairman and co-founder; Margaret Johnson, partner, chief creative officer; Matt Edwards, Wes Phelan, executive creative directors; Kevin Leung, Clemens Zlami, associate creative directors; Guillermo Aliaga Pueyrredon, art director; Belen Russomanno, copywriter; Bonnie Wan, partner, head of brand strategy; Stephanie Phillips, group brand strategy director; Kevin DeStefan, Lucas Goodbody, brand strategy directors; Christine Chen, partner, head of communication strategy; Dong Kim, group communication strategy director; Jane Warren, deputy director of research strategy; Jim Haight, head of production; Matt Flaker, executive producer; Jennifer de Leon, Daniel Chang, producers; Jim King, director of graphic services. Production RSA Films Jonny Mass, director; Luke Ricci, president; Buddy Brakha, exec producer; Carolyn Pedrossian, head of production; Jon Dawes, producer; Pete Konzcal, DP. Editorial Uppercut Editorial Joaquin Machado, editor; Allen Rounsley, assistant editor; Jared Thomas, head of production. Music Racket Club Justin Hori, creative director; Adrian Womack, creative producer; Becky Mathai, associate producer. Sound Design/Audio Post Sonic Union Steve Rosen, sound designer/mix engineer; Justine Cortale, audio post studio director. VFX The Mill John Leonti, shoot supervisor; Hillary Thomas, exec producer; Alexander Candlish, creative director; Kim Downing, producer; Abigail Riegel, Kevin Diaz, VFX artists; Paul Yacono, colorist; Denise Brown, sr. producer; Gemma Parr, sr. color assistant; Jacob Suffern, color assistant.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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