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.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
