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.
Credits
Client 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 Marc André Debruyne--who’s handled by production house Open Swim for U.S. representation--brings Coca-Cola’s legacy of celebrating holiday traditions to life in this campaign spotlighting Filipino Balikbayan boxes. The spot--out of Toronto agencies Taxi and VML--features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto, whose much-adored shop was wrapped like a massive Coca-Cola-themed Balikbayan box as she prepared hundreds of boxes for customers to send their loved ones, with Coca-Cola paying for the boxes and the cost of shipping them to the Philippines. The spot is a testament to the brand’s prevailing facilitation of cultural and generational connectivity, especially during the holiday season.
The collaborative project--produced by Toronto production company MOWAD--was particularly special for Debruyne, who’s Filipino, because of the large presence of Filipino crew members on set. “It’s a totally surreal feeling when a work project crosses over into your personal life. It’s not too often that happens,” shares Debruyne. “The number of Balikbayan boxes I’ve sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn’t have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn’t even a job, it was truly something special.”
