It goes without saying that 2020 has been a taxing year, so much so that meditation apps like Calm and Headspace have seen huge success. Now, even car brands are tapping into the appetite for stress relief.
Earlier this month we saw Lincoln partner with Calm and encourage you to meditate with Matthew McConaughey, and now BMW has released a video, running on YouTube, that encourages you to chill out to the soothing sights and sounds of a car wash.
"Calm Wash," created by Goodby Silverstein & Partners, is described by the brand as an "audio sensory journey" and is basically a two-minute ride through an automated auto bath in the BMW X7. Any viewer who loves a good car wash will be able to chill out to the soothing sights and sounds of foaming bubbles and a giant dryer, all portrayed through a rosy filter.
The idea also taps into the ongoing popularity of ASMR (exploited by countless brands including Jet Blue, Bacardi, Lynx and KFC) as well as the 2020 stress relief zeitgeist. In addition to the short film, the brand is rolling out 15-second teasers, posters and guided meditations.
“We look at the BMW X7 as not only a mode of transportation but as a safe space, somewhere passengers can go to relax,” said GS&P associate creative director Rony Castor in a statement. “And right now we could use some relaxation.”