BMW wants to soothe your 2020-weary soul with this calming car wash film

Campaign by Goodby Silverstein taps into both ASMR and meditation

Published On
Aug 18, 2020

Editor's Pick

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.”  



Aug 18, 2020
Client :
Agency :
Goodby Silverstein & Partners
VP Marketing of North America :
Head of Brand Strategy and Communications North America :
Albi Pagenstert
National Brand and Media Director :
Michael Jobst
National Media Specialist :
Zach Ambrosino
Social Media Specialist :
Jaime Pritchard
Media Agency :
Universal McCann
SVP Client Business Partner :
Danny Huynh
Senior Manager Portfolio Management :
Simona Drapkin
SVP Group Content Director :
Joselle Gallis
Content Manager Studios :
Brittany Goldman
Co-Chairmen :
Jeff Goodby
Co-Chairmen :
Rich Silverstein
Chief Creative Officer :
Margaret Johnson
Creative Director :
Wes Phelan
Creative Director :
Matt Edwards
Associate Creative Director :
Anthony O’Neill
Associate Creative Director :
Rony Castor
Art Director :
Mike Rodriguez
Copywriter :
Sam Dworkin
Managing Partner :
Leslie Barrett
Group Account Director :
Chris Ferko
Account Director :
Alissa Sheely
Account Manager :
Olivia Mullen
Project Manager :
Kaitlyn Landers
Partner Head of Brand Strategy :
Bonnie Wan
Partner Head of Communication Strategy :
Christine Chen
Group Brand Strategy Director :
Stephanie Phillips
Brand Strategy Director :
Kevin DeStefan
Brand Strategy Director :
Darien Ahn
Brand Strategy Intern :
Lyniece Hill
Group Communications Strategy Director :
Dong Kim
Senior Communications Strategist :
Matt Hudgins
Co-Director of Production :
Leila Gage
Co-Director of Production :
Margaret Brett-Kearns
Executive Producer :
Matt Flaker
Agency Producer :
Phoebe Buckley
Director of Business Affairs :
Judy Ybarra
Senior Business Affairs Manager :
Chrissy Shearer
Production Company :
Co-Director/Director of Photography/Editor :
Michael Miller
Co-Director :
Quinn Gravier
Executive Producer :
Danielle Riccardi
Line Producer :
Amanda Steigerwald
Editorial Company :
Editor :
Michael Miller
Audio and Sound Design Company :
Post Human
Composer, Sound Designer, and Mixer :
Sloan Alexander
Creative Director :
Sloan Alexander
Executive Producer :
Senior Producer :
Kamela Anderson
VFX Company :
Colorist :
Kath Raisch
Director :
Tom Gehring
Operations Manager :
Max Hadson
Senior Producer :
Matt Moran

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