Like New Again

Client:
BMW
  • Like New Again

    Like New Again

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    To demonstrate how certified pre-owned BMW vehicles run like new, we introduced a campaign for BMW featuring only used creative -- TV spots, radio ads, billboards and digital banners that were originally used to advertise the vehicles when new. The idea is to use the same ads made for new BMWs years ago, now refurbished to sell the same model as certified pre-owned.

    In creating the campaign, we 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 as 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.

    It’s probably the first time in history an advertising agency has fought to use the work made by the previous agency, resulting in an audacious campaign that’s literally years in the making.

    Released: January 2019

    Tags:
    San Francisco, BMW , Film
  • Like New Again

    Like New Again

    2 of 6
    Prev Next

    To demonstrate how certified pre-owned BMW vehicles run like new, we introduced a campaign for BMW featuring only used creative -- TV spots, radio ads, billboards and digital banners that were originally used to advertise the vehicles when new. The idea is to use the same ads made for new BMWs years ago, now refurbished to sell the same model as certified pre-owned.

    In creating the campaign, we 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 as 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.

    It’s probably the first time in history an advertising agency has fought to use the work made by the previous agency, resulting in an audacious campaign that’s literally years in the making.

    Released: January 2019

    Tags:
    San Francisco, BMW , Film
  • Like New Again

    Like New Again

    3 of 6
    Prev Next

    To demonstrate how certified pre-owned BMW vehicles run like new, we introduced a campaign for BMW featuring only used creative -- TV spots, radio ads, billboards and digital banners that were originally used to advertise the vehicles when new. The idea is to use the same ads made for new BMWs years ago, now refurbished to sell the same model as certified pre-owned.

    In creating the campaign, we 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 as 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.

    It’s probably the first time in history an advertising agency has fought to use the work made by the previous agency, resulting in an audacious campaign that’s literally years in the making.

    Released: January 2019

    Tags:
    San Francisco, BMW , Film
  • Like New Again

    Like New Again

    4 of 6
    Prev Next

    To demonstrate how certified pre-owned BMW vehicles run like new, we introduced a campaign for BMW featuring only used creative -- TV spots, radio ads, billboards and digital banners that were originally used to advertise the vehicles when new. The idea is to use the same ads made for new BMWs years ago, now refurbished to sell the same model as certified pre-owned.

    In creating the campaign, we 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 as 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.

    It’s probably the first time in history an advertising agency has fought to use the work made by the previous agency, resulting in an audacious campaign that’s literally years in the making.

    Released: January 2019

    Tags:
    San Francisco, BMW , Film
  • Like New Again

    Like New Again

    5 of 6
    Prev Next

    To demonstrate how certified pre-owned BMW vehicles run like new, we introduced a campaign for BMW featuring only used creative -- TV spots, radio ads, billboards and digital banners that were originally used to advertise the vehicles when new. The idea is to use the same ads made for new BMWs years ago, now refurbished to sell the same model as certified pre-owned.

    In creating the campaign, we 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 as 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.

    It’s probably the first time in history an advertising agency has fought to use the work made by the previous agency, resulting in an audacious campaign that’s literally years in the making.

    Released: January 2019

    Tags:
    San Francisco, BMW , Film
  • Like New Again

    Like New Again

    6 of 6
    Prev Next

    To demonstrate how certified pre-owned BMW vehicles run like new, we introduced a campaign for BMW featuring only used creative -- TV spots, radio ads, billboards and digital banners that were originally used to advertise the vehicles when new. The idea is to use the same ads made for new BMWs years ago, now refurbished to sell the same model as certified pre-owned.

    In creating the campaign, we 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 as 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.

    It’s probably the first time in history an advertising agency has fought to use the work made by the previous agency, resulting in an audacious campaign that’s literally years in the making.

    Released: January 2019

    Tags:
    San Francisco, BMW , Film

Summer On

Client:
BMW
  • Relativity

    Our first campaign for BMW, “Summer On,” explores Einstein’s relativity theory, which states that time isn’t absolute, but a function of speed. Therefore, the faster one moves, the slower one senses the passing of time. When brought to a brand level, the spot brings to life how a second inside a BMW is different than a second outside a BMW. The voiceover explains how the miracle of summer happens, and the math behind it: Only 93 days. Or 8 million seconds. 

    Released: June 2018

    Tags:
    San Francisco, BMW , Film

The Remarkable Journey of the All-New BMW X5

Client:
BMW
  • The Remarkable Journey of the All-New BMW X5

    How do you transport the all-new BMW X5 from the factory in South Carolina to the stage of the LA auto show? You drive.

    While every other car maker transports their brand-new models to auto shows in carriers, we took a different route and drove the all-new BMW X5 for nearly 3,000 miles across 11 states, taking as few detours as possible. The 10-day journey started at the BMW’s factory in Spartanburg, South Carolina, and headed west directly to the LA Auto Show. When we finally got there, BMW’s CEO, Bernhard Kuhnt, drove the dirty vehicle onto the stage—a move that surprised an audience used to seeing only the shiniest cars.

    During the trip we challenged the X5 with all sorts of obstacles and real events, including an unexpected way to cross the Mississippi River, a real-life demolition derby in Tennessee, cornfields, ranches, public events and a high school football game in Texas. To ensure the authenticity of the journey, we captured every scene in real locations found along the way, including all the people and animals shown. No actors were ever cast. The result is the ultimate portrait of the X5’s capabilities and a beautiful picture of America’s heartland.

     

    Released: December 2018

    Tags:
    San Francisco, BMW , Film