A BMW becomes the ultimate lockdown date-night machine

Spot from Goodby Silverstein shows how to do drive-in, quarantine style, inspired by a creative's real experience

Published On
Jun 17, 2020

Editor's Pick

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.

Credits

Date
Jun 17, 2020
Client :
BMW
Agency :
Goodby Silverstein & Partners
VP Marketing North America :
Uwe Dreher
Head of Brand Strategy and Communications North America :
Albi Pagenstert
National Brand and Media Director :
Michael Jobst
Social Media Specialist :
Jaime Pritchard
Co-Chairmen :
Jeff Goodby
Co-Chairmen :
Rich Silverstein
Chief Creative Officer :
Margaret Johnson
Creative Director :
Matt Edwards
Creative Director :
Wes Phelan
Associate Creative Director :
Carlos Rangel
Art Director :
Kevin Leung
Managing Partner :
Leslie Barrett
Group Account Director :
Chris Ferko
Account Director :
Alissa Sheely
Account Manager :
Meghan Mast
Project Manager :
Kaitlyn Landers
Partner Head of Brand Strategy :
Bonnie Wan
Partner, Head of Communication Strategy :
Christine Chen
Group Brand Strategy Director :
Stephanie Phillip
Strategy Director :
Kevin DeStefan
Brand Strategist :
Darien Ahn
Group Comm Strategy Director :
Dong Kim
Senior Communications Strategist :
Matt Hudgins
Co-Director of Production :
Leila Gage
Co-Director of Production :
Margaret Brett-Kearns
Executive Broadcast Producer :
Matt Flaker
Junior Broadcast Producer :
Daniel Chang
Director of Business Affairs :
Judy Ybarra
Sr. Business Affairs Manager :
Chrissy Shearer
Production Company :
Greenpoint Pictures
Director :
Logan Roos
Director of Photography :
Logan Roos
Executive Producer :
Tatiana Rudzinski
Executive Producer :
Trevor King
Head of Production :
Karen Berkowitz
Creative Director :
Niles Roth
Editorial Company :
Greenpoint Pictures
Editor :
Logan Roos
Post Production Producer :
Tori Vallas-Cullen
Audio Engineer :
Bobb Barito
Music by :
Human
Senior Producer :
Kamela Anderson
Executive Producer :
Carol Dunn
Creative Director :
Mike Jurasits
Composer :
John Chris Barnes
Color Grade :
Seth Ricart

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