BMW demonstrates that car brands can do heartwarming holiday ads too, with a campaign that shows families traveling home for the holidays over the years.
Two 30-second TV and two extended digital spots evoke how a trip home can also represent a trip back in time. One, seen here, showing a young couple and their growing family, the other centering on a mother and son, they show the families taking the same "road home" year after year, their journeys intercut with family photos--of births, graduations, celebrations, vacations--that give the viewer a snapshot of their changing lives. The endline is: "Times change. The road home stays the same."
The spots were directed by MJZ's Hoffman / Metoyer for KBS, and are running in the U.S. from now until early next year.
The spots break following recent news that BMW put its creative account up for review, with KBS invited to defend.