A boy in the backseat of a BMW 6 series automobile looks up at a rocketship launch. He’s in awe.
Conversely, though, an astronaut in the wild blue yonder looks down at the BMW zipping along a highway. He too is impressed. It’s a case of innovations in space travel meeting innovations in the so-called ultimate driving machine.
Rupert Sanders of MJZ directed for agency KBS+
Client BMW North America Agency KBS+ Dan Kelleher, Jonathan Mackler, co-chief creative officers; Paul Renner, executive creative director; Mike Abell, creative director/copywriter; Kevin Gentile, creative director/art director; Jenny Read, head of production; Kyle Wright, executive producer; Dennis McKinley, sr. agency producer; Timothy Wilson Brown, planner/strategist. Production MJZ Rupert Sanders, director; Jess Hall, DP; Kate Leahy, exec producer; Laurie Boccacio, line producer. Editorial Work Edit, NYC Ben Jordan, editor; Trevor Myers, assistant editor; Erica Thompson, exec producer; Sari Resnick, producer. Finishing/VFX MPC Camila De Biaggi, exec producer; Armand Weeresinghe, producer; Alex Lovejoy, VFX lead/Flame artist; Paul O’Shea, VFX shoot supervisor. Music/Sound Design stimmung Rory Doggett, composer; Gus Koven, sound designer; Ceinwyn Clark, exec producer; Kristina Iwankiw, producer. Audio Post Sound Lounge Tom Jucarone, mixer. Post MPC LA Mark Gethin, colorist.
Director Marc André Debruyne--who’s handled by production house Open Swim for U.S. representation--brings Coca-Cola’s legacy of celebrating holiday traditions to life in this campaign spotlighting Filipino Balikbayan boxes. The spot--out of Toronto agencies Taxi and VML--features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto, whose much-adored shop was wrapped like a massive Coca-Cola-themed Balikbayan box as she prepared hundreds of boxes for customers to send their loved ones, with Coca-Cola paying for the boxes and the cost of shipping them to the Philippines. The spot is a testament to the brand’s prevailing facilitation of cultural and generational connectivity, especially during the holiday season.
The collaborative project--produced by Toronto production company MOWAD--was particularly special for Debruyne, who’s Filipino, because of the large presence of Filipino crew members on set. “It’s a totally surreal feeling when a work project crosses over into your personal life. It’s not too often that happens,” shares Debruyne. “The number of Balikbayan boxes I’ve sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn’t have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn’t even a job, it was truly something special.”
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