BMW's holiday spot shows how surprises can go wrong

Ad by Goodby Silverstein & Partners promotes the automaker's annual Road Home Sales Event

Published On
Nov 07, 2022

Editor's Pick

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.


Nov 07, 2022
Client :
Agency :
Goodby Silverstein & Partners
President and CEO :
Sebastian Mackensen
VP Marketing :
Marcus Casey
Head of Brand Strategy & Communications :
Albi Pagenstert
Media & Communications Manager :
Lisa Judge
Corporate Communications Spokesperson :
Phil Dilanni
Retail & CPO Marketing Manager :
Lauren Martens
National Media Specialist :
Zach Ambrosino
National Marketing Specialist :
Jamie Pritchard
Senior Retail Marketing Specialist :
Media Specialist :
Timothy Sumter
Co-Chairman and Co-Founder :
Rich Silverstein
Partner & Chief Creative Officer :
Margaret Johnson
Executive Creative Director :
Matt Edwards
Executive Creative Director :
Wes Phelan
Associate Creative Director :
Kevin Leung
Associate Creative Director :
Clemens Zlami
Art Director :
Guillermo Aliaga Pueyrredon
Copywriter :
Belen Russomanno
Managing Partner :
Leslie Barrett
Group Account Director :
Tom Powers
Account Manager :
Ali Bentin
Assistant Account Manager :
Susie Juarez
Partner Head of Brand Strategy :
Bonnie Wan
Group Brand Strategy Director :
Stephanie Phillips
Brand Strategy Director :
Kevin DeStefan
Brand Strategy Director :
Lucas Goodbody
Partner Head of Communication Strategy :
Christine Chen
Group Communication Strategy Director :
Dong Kim
Deputy Director of Research Strategy :
Jane Warren
Junior Research Strategist :
Whitney Thomas
Director of PR :
Meredith Vellines
Head of Production :
Jim Haight
Executive Producer :
Matt Flaker
Producer :
Jennifer de Leon
Producer :
Daniel Chang
Director of Graphic Services :
Jim King
Head of Business Affairs :
Judy Ybarra
Senior Business Affairs Manager :
Heidi Killeen
Broadcast Traffic Director :
Ruchele Eisenman
Senior Broadcast Traffic Manager :
Edgar Omelas
Production Company :
RSA Films
Director :
Jonny Mass
President :
Luke Ricci
Executive Producer :
Buddy Brakha
Head of Production :
Carolyn Pedrossian
Producer :
Jon Dawes
Director of Photography :
Pete Konzcal
Print Photographer :
Saam Gabbay
Print Assistant Photographer :
Sebastian Keefe
Editorial Company :
Uppercut Editorial
Editor :
Joaquin Machado
Assistant Editor :
Allen Rounsley
Head of Production :
Jared Thomas
Music Production :
Racket Club
Creative Director :
Justin Hori
Creative Producer :
Adrian Womack
Associate Producer :
Becky Mathai
Sound Design Company :
Sonic Union
Sound Designer/Mix Engineer :
Steve Rosen
Audio Post Studio Director :
Justine Cortale
VFX Company :
The Mill
Shoot Supervisor :
John Leonti
Executive Producer :
Hillary Thomas
Creative Director :
Alexander Candlish
Producer :
Kim Downing
VFX Artist :
Abigail Riegel
VFX Artist :
Kevin Diaz
Colorist :
Paul Yacono
Senior Producer :
Denise Brown
Senior Color Assistant :
Gemma Parr
Color Assistant :
Jacob Suffern
2D Lead :
Geetesh Tari
2D Artist :
Stevenson G
DMP Supervisor :
Gowri Sankar
Jyothika S
Shounak Chandrashekhar Padhye
Premanand Shivanand Naik
Prep Supervisor :
Sugumar S.
Prep Lead :
Jeet Karanjavkar
Prep Lead :
Anand Duande
Prep Artist :
Utkarsh Indis
Prep Artist :
Akshay Patil
Associate Production Manager :
Alankit Thapa
Production Coordinator :
Riya Chatterjee
Production Coordinator :
Shubham Gajara

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