Directed by Dante Ariola of MJZ for Goodby Silverstein & Partners, this spot titled “Legend” introduces us not only to the X7, BMW’s first standard seven-seater, but also to the legend of Ol’ McLanden, an epic poem read by Chris Pine. As this mysterious, fictitious folk tale unfolds, McLanden braves the challenges of cityscapes, dockyards, mountains and more. McLanden conquers everyday obstacles, although these hurdles are blown up to mythical proportions. Along the way, McLanden and the X7 face and zip past a Poseidon-like city worker, a gang of apocalyptic bikers, and a mammoth construction worker wielding a jackhammer.
The X7 faces a Poseidon-like city worker, a ruthless gang of apocalyptic bikers, and a giant construction worker wielding a jackhammer. The line “Make everyday legendary” refers to just how powerful the X7 can be when partnered with equally strong drivers. In the end, it’s revealed that McLanden isn’t a larger-than-life mythological character, but that actually behind the wheel is an everyday, albeit fierce woman.
Credits
Client BMW of North America Agency Goodby Silverstein & Partners, San Francisco Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Roger Baran, creative director; Stefan Copiz, art director; Andrew Bancroft, copywriter; Tod Puckett, director of production; Benton Roman, executive producer; Doug Kim, group communication strategy director; Mackenzie Beer, sr. brand strategist. Production MJZ Dante Ariola, director; David Zander, president; Eriks Krumins, sr. exec producer; Natalie Hill, producer; Kasper Tuxen, DP; Nigel Phelps, production designer; John Lowe, AD. Editorial Work Editorial Rich Orrick, editor; Theo Mercado, assistant editor; Jamie Lynn Perritt, Brandee Probasco, sr. producers; Marlo Baird, exec producer. Telecine MPC LA Mark Gethin, colorist; Meghan Lang, exec producer; Rebecca Boorsma, color producer. VFX/Finishing MPC LA Michael Gregory, creative director/shoot supervisor; Dan Seddon, shoot supervisor; Ryan McDougal, Tim Kafka, Josh Hatton, Nishanth Shrinivasa, Boyo Frederix, CG supervisors; Toya Drechsler, lead compositor; Rodrigo Jimenez, Guillaume Weiss, Alexander Kulikov, Dylan Brown, compositors; Jason Heinze, Abhilash A, Bala Krishnan R, Geetesh Tari, Mohan Rao, Srinivas Achary, Silvia Bartoli, Sachin Sureshrao Dhapudkar, concept art/DMP; Alex Moon, previs; Srikar Balakrishnan, D. Venkatesan, Carl Edlund, Sashdy Arvelo, CG animation; Bhargavan SP, Prashanth Paramasivam, Andreu Lucio, Arnau Gilabert, Jinguang Huang, Andy Sheng, Nema Safvati, CG FX; Martino Madeddu, Sumit Kumar, Asher Stusek, CG lighting; Karen Anderson, exec producer; Christian Downes, sr. VFX producer; Justin Rogers-CdeBaca, VFX coordinator; Mireille Antoine, producer; Chris Preston-Barnes, line producer. Music Woodwork Music Philip Kay, composer; Andy Oskwarek, Sam Phillips, producers. Sound Design Trinitite Inc. Brian Emrich, sound designer. Audio Post Lime Rohan Young, mixer; Jeremy Nichols, assistant mixer; Susie Boyajan, exec producer.
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
