BMW's latest TV spot shows how you can use your car to do date night, despite social distancing and no movie theaters. In the ad, we watch a man preparing a surprise evening for his wife (once he's cleverly persuaded her to take their kid to grandma's for the night). He rigs up their own personal drive-in experience in their driveway with the help of a projector, a sheet and a string of fairy lights. Oh, and he doesn't forget the flowers, either.
The idea was actually based on the real experience of agency Goodby Silverstein & Partners' Creative Director Wes Phelan. “The idea was actually born in my garage more than a month ago. With movie theaters closed and daily life getting pretty monotonous, I thought it would be nice to surprise my wife with our own little personalized drive-in-movie date,” said Phelan in a statement.
“With the resurgence of drive-in cinema and the heartfelt nature of the piece, BMW was quick to see the vision,” added Matt Edwards, Phelan’s partner and fellow creative director. “And from there, it was just a simple case of art imitating life.”
The film was then made by Greenpoint Pictures director Logan Roos, filming remotely, with all interactions between the client, the agency and the director taking place only via email and Zoom check-ins. “There were definitely a lot of hurdles, but shooting with only my wife and daughter made it safe, and in the end, I think it allowed the film to feel truly authentic with an inescapable homemade touch to it,” said Roos.