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BMW: Like New Again by Goodby Silverstein & Partners

Client: BMW
Date: Jan 2019
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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.


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


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


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


Company name: Moving Picture Company

Color Executive Producer: Meghan Lang

Color Producer: Damian Winterbottom

Colorist: Kristopher Smale


Company name: Moving Picture Company

Executive Producer: Karen Anderson

VFX Producer: Christian Downes

2D Artists: Noah Caddis


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