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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
