BMW wants to soothe your 2020-weary soul with this calming car wash film
Campaign by Goodby Silverstein taps into both ASMR and meditation
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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.”
Credits
- Date
- Aug 18, 2020
- Client :
- BMW
- Agency :
- Goodby Silverstein & Partners
- 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 :
- GS&P
- Co-Director/Director of Photography/Editor :
- Michael Miller
- Co-Director :
- Quinn Gravier
- Executive Producer :
- Danielle Riccardi
- Line Producer :
- Amanda Steigerwald
- Editorial Company :
- GS&P
- Editor :
- Michael Miller
- Audio and Sound Design Company :
- Post Human
- Composer, Sound Designer, and Mixer :
- Sloan Alexander
- Creative Director :
- Sloan Alexander
- Senior Producer :
- Kamela Anderson
- VFX Company :
- Company3
- Colorist :
- Kath Raisch
- Director :
- Tom Gehring
- Operations Manager :
- Max Hadson
- Senior Producer :
- Matt Moran
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