For the introduction of BMW’s X7, it again goes big, telling the ‘Legend of Ol’ McLanden’.
The X7, BMW’s first standard seven-seater, is the German automaker’s biggest model ever, which makes it fit for an ambitious epic poem.
The spot introduces the 'Legend of Ol’ McLanden', a poem read by actor Chris Pine. As this mysterious folk tale unfolds, McLanden – the unseen driver – braves the challenges of cityscapes, dockyards, mountains and more, all behind the wheel of the heroic X7. McLanden conquers everyday obstacles, although these hurdles are blown up to mythical proportions thanks to the poem’s large language.
“McLanden beat Roy the Destroyer with ease and brought all the Razorback Rogues to their knees,” says Pine in his VO, referring to a giant jackhammer operator and a gang of Mad Max-like motorcycle riders, respectively.
McLanden’s ordinary day becomes legendary at every turn. Besides the two mentioned marauders the X7 faces a Poseidon-like city worker, shifty dock gangs and a genius and his fiendish lawyer. In the end, it’s revealed that McLanden isn’t a larger-than-life mythological character, but actually an ordinary, albeit fierce woman picking up a group of school girls. The tagline is “Make everyday legendary.”
Credits:
Ad Agency: Goodby Silverstein & Partners
Client: BMW of North America
BMW
Vice President of Marketing BMW of North America: Trudy Hardy
Head of Brand Strategy and Communication BMW of North America: Wolfgang Gross
National Marketing Manager: Lisa Judge
National Marketing Campaign & Production Manager: Neil Moreno
Creative
Co-Chairman: Jeff Goodby
Co-Chairman: Rich Silverstein
Chief Creative Officer: Margaret Johnson
Creative Director: Roger Baran
Art Director: Stefan Copiz
Copywriter: Andrew Bancroft
Production
Director of Production: Tod Puckett
Executive Producer: Benton Roman
Account Services
Group Account Director: Theo Abel
Account Director: Alissa Sheely
Account Manager: Olivia Mullen
Assistant Account Manager: Rebecca Bell
Project Manager: Kaitlyn Landers
Brand and Communication Strategy
Group Communication Strategy Director: Dong Kim
Sr. Brand Strategist: Mackenzie Beer
Business Affairs
Broadcast Traffic Director: Ruchele Eisenman
Senior Business Affairs Manager: Chrissy Shearer
Production Company
Company name: MJZ
President: David Zander
Senior Executive Producer: Eriks Krumins
Director: Dante Ariola
Producer: Natalie Hill
Director of Photography: Kasper Tuxen
Production Designer: Nigel Phelps
AD: John Lowe
Editorial Company
Company name: Work Editorial
Editor: Rich Orrick
Assistant Editor: Theo Mercado
Senior Producer: Jamie Lynn Perritt / Brandee Probasco
Executive Producer: Marlo Baird
Telecine
Company name: MPC LA
Colorist: Mark Gethin
Executive Producer, Color: Meghan Lang
Color Producer: Rebecca Boorsma
VFX/Finishing
Company name: MPC LA
Creative Director: Michael Gregory
Shoot Supervisors: Michael gregory, Dan Seddon
CG Supervisors: Ryan McDougal, Tim Kafka, Josh Hatton, Nishanth Shrinivasa, Boyo Frederix
Lead Compositor: Toya Drechsler
Compositors: Rodrigo Jimenez, Guillaume Weiss, Alexander Kulikov, Dylan Brown, Concept Art/DMP: Jason Heinze, Abhilash A, Bala Krishnan R, Geetesh Tari
Mohan Rao, Srinivas Achary, Silvia Bartoli, Sachin Sureshrao Dhapudkar
PreVis: Alex Moon
CG Animation: Srikar Balakrishnan, D. Venkatesan, Carl Edlund, Sashdy Arvelo
CG FX: Bhargavan SP, Prashanth Paramasivam, Andreu Lucio, Arnau Gilabert, Jinguang Huang, Andy Sheng, Nema Safvati
CG Lighting: Martino Madeddu, Sumit Kumar, Asher Stusek
Executive Producer: Karen Anderson
Senior VFX Producer: Christian Downes
VFX Coordinator: Justin Rogers-CdeBaca
Producer: Mireille Antoine
Line producer: Chris Preston-Barnes
Music
Music company: Woodwork Music
Composer: Philip Kay
Producers: Andy Oskwarek & Sam Phillips
Sound Design
Sound Design: Trinitite Inc.
Sound Designer: Brian Emrich
Mix
Company name: Lime
Mixer: Rohan Young
Assistant Mixer: Jeremy Nichols
Executive Producer: Susie Boyajan
