BMW has chartered lakes, open plains, and American football games for its latest stunt campaign — a drive in an (almost) completely straight line from the X5’s plant in Spartanburg, South Carolina to the LA Auto Show.
Devised by Goodby Silverstein & Partners, the project saw former Nascar racer Matt Mullins drive the new model across the country without deviating more than 10 miles north or south.
The route took Mullins, the chief driving instructor at the BMW Performance Driving School, across cornfields, ranches, and the Mississippi river, as well as through a demolition derby in Tennessee and a high school American football game in Texas.
The agency planned the journey with both staged and 'unexpected' moments in mind. The 90-second edit of the drive was produced exclusively for the LA Auto Show. BMW of North America CEO Bernhard Kuhnt drove the mud-covered X5 on stage at the show yesterday (28 November).
The film will eventually be turned into a TVC in 2019, while additional content will go live on BMW’s social channels.
The brand hopes the campaign will act as both a portrait of the car’s capabilities and ‘a beautiful picture of America’s heartland.’