In its first campaign with its newly appointed agency McCann New York, 3M introduces us to a father and daughter who respectively provide unique perspectives on the pandemic–one from the supply line, the other from the front line. This spot is told from the POV of the dad, Chris DeColli. When the COVID-19 pandemic first hit, Chris volunteered to be 3M’s point person coordinating with the U.S. Federal Emergency Management Agency (FEMA). His mission has been simple and endlessly complicated at once: help direct millions of respirators and other personal protective equipment (PPE) to frontline workers.
Chris’ own daughter is one of those frontline workers, stationed as a nurse in a hard-hit Baltimore hospital after graduating right as the pandemic began.
In this ad–titled “A Hand to Hold” and directed by Joshua Kissi of division7–we hear Chris’ perspective on the urgency of his work, helping to get PPE to nurses–like his daughter, Erica–as they worked up close to provide care to their patients.
The next upcoming film in the campaign, “A Father’s Commitment,” will share Erica’s POV on her dad’s work and what it meant to her as she suited up in her 3M PPE every day.
Credits
Client 3M Agency McCann New York Dave Moore, EVP, director of brand content; Gable Fleischer, sr. art director; Jessica New, sr. copywriter; Erica Yahr, chief strategy officer; Laura Frank, SVP, group strategy director; Jonathan Rodriguez, VP, strategy director; Donna McCracken, SVP, executive integrated producer; Eric Johnson, SVP, executive music producer; Olivia Whyte, producer. Production division7 Joshua Kissi, director; Patrick Milling-Smith, Brian Carmody, co-founders; David Richards, Kamila Prokop, co-managing directors; Andrew Colon, COO; Alex Hughes, head of production; Luigi Rossi, producer. Editorial NO6 James Duffy, Nick Schneider, co-editors; Corina Dennison, exec producer; Laura Molinaro, head of production; Alexandra Leal, post producer.
This holiday spot for BMW, “The Gift,” tells the heartwarming story of young Tim, who wants to bring special joy to his beloved grandmother. At the same time, BMW reflects on its journey toward the Neue Klasse (New Class) by spotlighting an icon of automotive history—the BMW 1500, which in the 1960s marked the dawn of a new era for the brand. The film highlights how the joy of driving connects generations in more ways than one.
The story begins with a stroll through a festively decorated city center. Tim and his parents are on the hunt for the perfect Christmas gift for his grandmother. Despite their traditional suggestions, the 7-year-old confidently rejects each one. Finally, Tim spots the ideal present in a shop window--a gift that will bring immense joy to both his grandmother and himself. Initially hesitant, his parents decide to trust their son’s instincts. On Christmas Eve, surrounded by family, Tim’s grandmother opens the giant package to find a BMW Junior Seat. Instantly, they both know: Tim and his grandmother can now enjoy unforgettable rides together in their classic BMW 1500. After all, joy is the most precious gift, and the joy of driving bridges generations.
Filmed in Vienna, the holiday piece is set to the 1980s holiday classic “Christmas in Hollis” by the hip-hop group Run-D.M.C.
The concept and creative direction for this holiday campaign were developed by the Hamburg-based creative agency Jung von Matt in collaboration with BMW’s marketing team and the Munich-based production company Hochkant. The 100-second film was directed by Marc Schölermann. The film will be distributed across BMW’s YouTube, LinkedIn, and Instagram channels. Additionally, the campaign will feature activations on Netflix in both... Read More
