A hardworking dad becomes a superhero in BMW's heartwarming Chinese film

Branded content by W&K Shanghai potrays the struggle for work-life balance in middle class China

Published On
Jul 09, 2018

Editor's Pick

A little boy dreams about his hardworking dad being a superhero in a branded content film made by BMW for the Chinese market.

The film, by Wieden & Kennedy Shanghai, was made for Father's Day and illustrates the struggle for work-life balance in modern China, where the middle class has to balance new and traditional responsibilities. As seen here in the trailer, the father in question, played by Chinese movie star Mark Zhao, is struggling to balance being there for his son with his high pressure business job.

The (adorably cast) little boy imagines his father as battling baddies in order to get home from work and away from the influence of a "dark queen" played by Song Jia (who's actually his father's sympathetic female boss and a powerful example of a modern Chinese businesswoman). In his stories, which play out on screen, the imaginary superhero version of his dad defeats Kung Fu fighters and evil kidnappers in his BMW X3 in order to get out of boring meetings and home to his son.

The story culminates with the father arriving just in time for a school play in which the little boy explains why his dad is his superhero. It's heartwarming (verging on the syrupy), but the nuanced performances and expert direction by Martin Werner, via Loft Films, make this very watchable. See the full 15-minute film here.

The message of the film is to highlight the reliability of the X3 while paying tribute to the modern Chinese professionals who are presumably the brand's target audience. Okan Usta, creative director at W&K Shanghai, comments: "Reliability is a quality that is often taken for granted, yet we all need that person who is the anchor of stability in our lives. We wanted to make their struggle larger than life by showing it through the wild imagination of a child. It's a universal insight that touches so many lives, including mine as a new father."

Credits

Date
Jul 09, 2018
Agency:
Wieden & Kennedy-Shanghai
Brand:
BMW (China)
Executive Creative Director:
Ian Toombs
Executive Creative Director:
Vivian Yong
Creative Director:
Okan Usta
Art Director:
Justin Phang
Chinese Copywriter:
Liu Wei
Chinese Copywriter:
Lance Lian
Chinese Copywriter:
Alex Zhang
Head of Production:
Sanne Drogtrop
Production Manager:
Bernice Wong
Digital Producer/Programmer:
Xiong Xiong
Senior Planner:
David Lin
Planner:
Elaine Huang
Planner:
Peter Shao
Account Director:
Jason Wang
Account Manager:
Mandy Lin
Account Executive:
Laura Yu
Head of Project Manager:
Nicole Bee
Project Manager:
Olivia Yuan
Business Affairs:
Jessica Deng
Head of Design:
Fish Ho
Designer:
Fan He
Director, Marketing:
Jessica Sinn
PR Manager:
Rachel Xiao
Visual Support:
Fortune Star Studio
Production House:
The Loft Films
Executive Producer:
Lem Geok Choo
Executive Producer:
Magne Lynger
Producer:
Peichuan Tsai
Producer:
Ye He
Production Manager:
Weiche Chang
Production Manager:
Yushu Liu
Director:
Martin Werner
Assistant Director:
Robert Jonathan Diment
Assistant Director:
Qing Gui
Story Creative:
Vivian Yong
Story Creative:
Ian Toombs
Story Creative:
Minhao Lu
Story Creative:
Okan Usta
Script Writer:
Minhao Lu
Script Writer:
Okan Usta
Script Writer:
Yirou He
Director, Photography:
Daniel Voldheim
Focus Puller:
Gang Yan
Focus Puller:
Bencong Kang
Editor:
Olivier Bugge Coutté
Editor:
Pang Wei Fong
Editor:
Lim Fan Fan
Musician and Composer:
Karl HÃ¥kan Bertil Eriksson
Art Director:
Poliang Wu
Special Wardrobe Stylist:
Shouhsiang Liu
Wardrobe Stylist:
Hsiuwei Lin
Hair and Make up Stylist:
Mingyu Tsai
Casting Director:
Ying Sheng
Casting Assistant:
Ling Lin
Gaffer:
Guobin Huang
Behind the Scenes:
Bo Hai
Property Master:
Guowu Guan
Sound Recording:
Bin Chen
Location Manager:
Jijun Feng
Digital Colorist:
Nikola Stefanovic
Visual Effects:
Volt
Jun Ma:
Mark Zhao
Jing Wang:
Jia Song
Dong Dong:
Yunhao Kou
Dong Dong Mom:
Yuanbaizihu
Kindergarten Teacher:
Wei Liu
Boss:
Xiujun Du
Special Forces:
Haofei Li
Special Forces:
Cheng Cheng
Special Forces:
Youbu A Zhi
Special Forces:
Leihan Zhang
Special Forces:
Junhao Lai
Kidnapper:
Weimin Zhang
Kidnapper:
Yaze Li
Hostage:
Ningxue Yin
Other Kids:
Yitong Sun
Other Kids:
Rubing Qian
Other Kids:
Chenzhou Liu
Other Kids:
Xihan Chen
Other Kids:
Haohan Bai
Kungfu Master:
Yuechao Sun
Kungfu Master:
Tong Li
Kungfu Master:
Lu Li
Kungfu Master:
Deming Feng
Kungfu Master:
Ronghua Cheng
Kungfu Master:
Cheng Peng
Kungfu Master:
Chaoqun Wang
Kungfu Master:
Wei Wang
Kungfu Master:
Gongke Li
Kungfu Master:
Jiabao Li
Kungfu Master:
Wenshuo Zhou
Kungfu Master:
Qitai Li
Kungfu Master:
Zhanpeng Gong
Special Thanks To:
Weinan Pan
Special Thanks To:
Jun Cao
Creative Director:
Hesky Lu

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