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BMW flaunts the X5’s durability by driving it in a completely straight line across the US

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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 on the road exclusively for the LA Auto Show, which Mullins drove into yesterday (28 November) in the beaten-up car.

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’.

: 'X5 Journey'

Agency:
Client:
Date: November 2018
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 on the road exclusively for the LA Auto Show, which Mullins will drive into in the beaten-up car.
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’.
Credits:
 
 
 
BMW
VP of Marketing at BMW North America: Trudy Hardy
Head of Brand Strategy and Communication BMW of North America: Wolfgang Gross
National Marketing Manager: Lisa Judge
Senior Brand and Communications: Kirsten Zayas
Chief Driving Instructor BMW Performance Driving School: Matt Mullins
Creative
Co-Chairman: Rich Silverstein
Creative Director: Roger Baran
Creative Director: Jack Woodworth
Copywriter: Otto Pajunk
Art Director: Ricardo Matos
Copywriter: Claire Stokes
Art Director: Maria Sousa Machado
Production
Director of Broadcast Production: Tod Puckett
Executive Producer: Benton Roman
Senior Producer: Tess Kenner
Account Services
Group Account Director: Theo Abel
Account Director: Alissa Sheely
Account Director: Clark Gieseke
Account Manager: Jacob Stitzel
Strategist
Group Communications Strategy Director: Dong Kim
Director of Communications: Meredith Vellines
Senior Brand Strategist: Mackenzie Beer
Business Affairs
Director of Business Affairs: Judy Ybarra
Senior Business Afffairs Manager: Chrissy Shearer
Production Company
Company Name: M ss ng P eces
Director: Jonny Mass
Producer: Clint Caluory
Director of Photography : Jared Fadel
Still Photography : Jonny Mass
Editorial
Editor: David Becker
Assistant Editor: Steven Castro
Executive Producer: Luke Dillon
Director of eLevel: Michael Damiani
Sound Design: Dave Baker and Paul Simmans
Mix: Dave Baker and Paul Simmans
Motion Graphics
Technical Director: Nathan Shipley
Finishing/VFX Production
Company name: The Mill
Executive Producer: Anastasia Von Rahl
Producer: Andrew Gilson
Coordinator: Mary Mondrus
2D Lead Artist: Adam Lambert
2D Artists: Jeff Langlois / Patrick Dirks
Colorist: Adam Lambert
Senior Color Producer: Liza Kerlin
Color Assists: Gemma Parr / Logan Highlen / Zack Wilpon
Tags: United States
 
 
 
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