BMW’s return to the Super Bowl after a 10-year hiatus brough two spots to the 2011 game, each with a specific goal. The first, "Defying Logic," trumpets BMW’s investment in manufacturing in the U.S. with real employees from its Spartansburg, S.C., plant (a theme WeatherTech would run with in 2014, 2015 and 2016). The second ad, "Changes," touts the automaker's clean-burning diesel with comparisons to “dirty” buses and older model Volvos and Mercedes, using the David Bowie song by the same name throughout.
Actor Chris Pine joined as voiceover for the spots, becoming the official voice of the brand in an association that continues today. Both were created by BMW roster shop Kirshenbaum Bond Senecal & Partners.
Director: Andrew Douglas. Production company: Anonymous Content. Production company executive producer: Dave Morrison. Production company line producer: Julien Lemaitre.
Co-chief creative officers: Ed Brojerdi, Izzy DeBellis. Creative directors: Chris Cereda. Associate creative director/copywriter: Will Bright. Art director: Lance Parrish. Director of integrated production: Dominic Ferro. Executive producer: Jill Meschino.
Editorial: Bug. Editor. Andre Betz.
Post production: The Mill. Executive producer: Verity Graham.
AGENCY: Kirshenbaum Bond Senecal & Partners
QUARTER AIRED: Q3