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