This year, BMW’s Road Home Sales event ad puts a comedic spin on holiday gifting and the idea of the "road home."
As an extended family drives up to the parents' home for the holidays, in their different BMW cars, a red bow lands on one family’s vehicle and is mistaken for a big-ticket gift.
The 45-second spot was created by Goodby Silverstein & Partners, BMW’s agency-of-record, and directed by Jonny Mass. The ad will run on TV and online, from now and through the World Cup, beginning on Nov. 20.
“The holidays are a fun time of year, so we wanted to have a little fun with our annual ‘Road Home’ sales spot this year by celebrating the spirit of the season with a lighthearted interpretation of the typical holiday car commercial,” said Marcus Casey, VP of marketing at BMW.
Last year, BMW released a nearly 2.5-minute star-studded video entitled “Christmas Film,” with actor Christoph Waltz trying to escape a Christmas party, running into fashion designer Alexa Chung and influencer Supercar Blondie on the way. Despite his many attempts, Waltz finds himself at the party anyway, and is eventually taken home in a red BMW iX electric SUV.
"The idea is a welcome shift from the usual. It takes what we know of the holidays and holiday car commercials and adds a signature wink," said Wes Phelan, executive creative director of Goodby Silverstein & Partners.
The automaker’s sales event offers up to $3,250 off SUVs and sedans, now through Nov. 30.