The “Ultimate Driving Machine” slogan takes on new meaning in this spot as the focus turns to the BMW-designed U.S. Paralympic Team performance wheelchair.
Each year, BMW meets with a variety of Olympic teams to determine where the greatest need and opportunity for positive impact exists. For the 2016 Rio Olympic games, BMW is putting its support behind the Paralympic track athletes with the goal of increasing visibility and support for the Paralympic Games. As the proud designer of the 2016 U.S. Paralympic Team performance wheelchair, BMW partnered with agency KBS to create a :60 spot, “Built For Gold,” to celebrate BMW’s commitment to all Olympians. The spot features Josh George, four-time Paralympian, putting in the miles on BMW’s Performance Wheelchair as he prepares for Rio. As he makes his way down the winding roads of Champion, Illinois, we’re reminded of the long hours, distances, and roads it takes to be a champion.
Directed by TJ O’Grady Peyton of production house Decon, the spot will run during the Olympic Opening Ceremony on broadcast and digital channels. There will also be a social component initiated during the Closing Ceremony that aims to keep momentum and enthusiasm alive during the two week period between the Olympics ending and the Paralympics beginning.
Credits
Client BMW Agency KBS Paul Renner, executive creative director; Fred Sanicola, group creative director; Nate Virnig, creative director; Mike Merritt, sr. copywriter; Jenny Read, head of production; Michelle Strank, producer; Ariana Ekonomou, associate producer. Production Decon TJ O’Grady, director; Eigil Bryle, DP; Misha Louy, exec producer; Brian Turner, head of production; Peter FitzGerald, line producer. Editorial Cut+Run Gary Knight, editor; Brandon Iben, assistant editor; Rana Martin, exec producer; Ellese Jobin, producer. Music/Sound Travis + Maude Dave Wittman, composer/creative director; Kala Sherman, exec producer; Jay Nierenberg, sound design. Audio Post Heard City Phil Loeb, audio mixer; Sasha Awn, exec producer; Talia Rodgers, producer. Postproduction Company 3 Tom Poole, colorist; Clare Movshon, 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
