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.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
