To promote BMW’s certified pre-owned vehicles and the new unlimited mileage warranty, BMW and creative agency KBS have created a humorous campaign directed by Master of None’s Eric Wareheim via production house PRETTYBIRD.
The premise is that the warranty helps customers feel so good about their decision to buy a used BMW they will “never want to stop driving.” That even applies to this spot titled “Wedding” in which a father brings the bride down the aisle in a pre-owned BMW.
The car itself becomes a comedic character/prop in the commercial.
Credits
Client BMW Certified Pre-Owned Vehicles Agency KBS Patrick Scissons, chief creative officer; Chris Polychronopoulos, executive creative director; Frank Cartagena, Sam Shepherd, group creative directors; John Hagerty, associate creative director/art director; Chris Wernikowski, sr. copywriter; Fanny Josefsson, copywriter; Ilana Wolstein, art director; Madison Wharton, head of production; Daniel Roverski, sr. content producer; Miriam Hamarneh, integrated producer. Production PRETTYBIRD Eric Wareheim, director; Toby Irwin, DP; Susanne Hargrove, exec producer; Bernard Rahill, line producer. Editorial Beast Editorial Merritt Duff, editor; Melissa Lubin, exec producer; Jennifer Gothard, sr. producer. Music Extreme Music Audio Post Sound Lounge Tom Jucarone, mixer; Alicia Rodgers, producer. Color Company 3 Tom Poole, colorist. Finishing Method Stuart Robinson, exec producer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
