BMW: advert-body-2 by Goodby Silverstein & Partners
- Location:
BMW is recycling several of its older commercials to demonstrate how certified pre-owned BMW vehicles run like new, with a wink to the consumer. The used creative, TV spots, radio ads, billboards and digital banners that were originally used to advertise the vehicles when new, are now being re-employed to sell the same vehicles now that they are certified pre-owned.
The idea was developed by BMW’s lead creative agency, GS&P and to create the campaign, the team went through years of BMW commercials from other agencies in the US and globally, going back to 2013, since five years is the oldest BMW Certified vehicle people can buy.
The only thing that’s new is the branding of their pre-owned program, which has been renamed BMW Certified, with the tagline ‘Like New Again.’ Each spot also gets a new voiceover by Chris Pine, who comments on the age of the spot or even how great his younger self sounds. In ‘Handyman’ he restates the premise, that a guy pulls over to impress his girlfriend by ‘fixing’ a problem that doesn’t exist. They knowing Pine states that the guy is fibbing to the woman because the pre-owned car comes certified, so everything’s been checked.
Credits
Ad Agency: Goodby Silverstein & Partners
Client: BMW of North America
VP of Marketing: Trudy Hardy
Brand Management and Communications: Wolfgang Gross
Pre-Owned Marketing Manager: Lauren Martens
Creative
Co-Chairman: Rich Silverstein
Co-Chairman: Jeff Goodby
Chief Creative Officer: Margaret Johnson
Creative Director: Roger Baran
Associate Creative Director: Kurt Mills
Associate Creative Director: Florian Marquardt
Art Director: Charles Lee
Copywriter: Craig Shervin
Designer: Fabio Zuccolini
Associate Creative Director - Designer: Eduardo Quadra
Production
Director of Production: Tod Puckett
Executive Producer: Benton Roman
Producer: Sam Tarde
Account Services
Group Account Director: Theo Abel
Account Director: Britta Savik
Account Manager: Jacob Stitzel
Assistant Account Manager: Clayton Bishop
Brand and Communication Strategy
Brand Strategist: Mackenzie Beer
Group Communication Strategy Director: Dong Kim
Business Affairs
Senior Business Affairs Manager: Chrissy Shearer
Editorial Company
Company name: eLevel
Executive Producer: Michael Damiani
Senior Producer: Luke Dillon
Editor: Erik Johnson
Assistant Editor: Jocelyn Carranza
Audio Engineer: David Michel-Ruddy
Telecine
Company name: Moving Picture Company
Color Executive Producer: Meghan Lang
Color Producer: Damian Winterbottom
Colorist: Kristopher Smale
VFX/Finishing
Company name: Moving Picture Company
Executive Producer: Karen Anderson
VFX Producer: Christian Downes
2D Artists: Noah Caddis
Mix
Company name: Lime Studios
Executive Producer: Susie Boyajan
Producer: Kayla Phungglan
Mixer: Rohan Young
Assistant Mixer: Ben Tomastik
End Treatment Graphics
Company name: eLevel
Director of eLevel: Michael Damiani
Executive Producer: Luke Dillon
Creative Director: Mike Landry
Technical Director: Nathan Shipley
Motion Artist: Zach Seidner
Motion Artist: Luke Davisson
