Goodby Silverstein & Partners and director Johnny Mass turn events into something memorable for BMW’s annual Road Home Sales Event
For its 2022 holiday campaign. BMW will offer a new take on category tropes.
The holidays always offer up a surprise, and this year’s slew of vehicle sales commercials is getting a shake-up in BMW’s annual Road Home Sales Event.
Created by Goodby Silverstein & Partners and director Johnny Mass, a series of unlucky events turns what could have been an expected holiday homecoming story, into something magically memorable.
The :45 commercial puts known category tropes (big red bow, anyone?) together with the power of Mother Nature to show us what can happen when the right thing falls into the wrong context.
“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 light hearted interpretation of the typical holiday car commercial,” said Marcus Casey Vice President, Marketing, BMW North America.
“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, GS&P.
Starting this week and running into the World Cup, BMW plans to run the spot on TV and online.
BRAND
COMPANY NAME: BMW North America
PRESIDENT: Sebastian Mackensen
HEAD OF BRAND: Marcus Casey
COMMUNICATIONS SUPERVISOR: Albi Pagenstert
COMMUNICATIONS MANAGER: Lisa Judge
MARKETING MANAGER: Phil Dilanni
MARKETING SPECIALIST: Mike Fillare
MARKETING SPECIALIST: Jamie Pritchard
MEDIA MANAGER: Timothy Sumter
AGENCY / CREATIVE
COMPANY NAME: Goodby Silverstein & Partners
CHAIRMAN: Rich Silverstein
CHIEF CREATIVE OFFICER: Margaret Johnson
EXECUTIVE CREATIVE DIRECTOR: Matt Edwards
EXECUTIVE CREATIVE DIRECTOR: Wes Phelan
CREATIVE DIRECTOR: Kevin Leung
CREATIVE DIRECTOR: Clemens Zlami
ART DIRECTOR: Guillermo Aliaga Pueyrredon
COPYWRITER: Belen Russomanno
MANAGING PARTNER: Leslie Barrett
ACCOUNT DIRECTOR: Tom Powers
ACCOUNT MANAGER: Ali Bentin
ACCOUNT MANAGER: Susie Juarez
STRATEGIST: Bonnie Wan
STRATEGY DIRECTOR: Stephanie Phillips
STRATEGY DIRECTOR: Kevin DeStefan
STRATEGY MANAGER: Christine Chen
STRATEGY DIRECTOR: Dong Kim
PR DIRECTOR: Meredith Vellines
HEAD OF PRODUCTION: Jim Haight
EXECUTIVE PRODUCER: Matt Flaker
PRODUCER: Jennifer de Leon
PRODUCER: Daniel Chang
GRAPHICS: Jim King
BUSINESS AFFAIRS MANAGER: Judy Ybarra
BUSINESS AFFAIRS MANAGER: Heidi Killeen
PRODUCTION
COMPANY NAME: 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 PRODUCER: Saam Gabbay
PRINT PRODUCER: Sebastian Keefe
EDITORIAL
COMPANY NAME: Uppercut Editorial
EDITOR: Joaquin Machado
EDIT ASSISTANT: Allen Rounsley
HEAD OF PRODUCTION: Jared Thomas
MUSIC / SOUND
COMPANY NAME: Racket Club
CREATIVE DIRECTOR: Justin Hori
CREATIVE PRODUCER: Adrian Womack
PRODUCER: Becky Mathai
COMPANY NAME: Sonic Union
SOUND DESIGNER: Steve Rosen
POST PRODUCTION: Justine Cortale
MUSIC / SOUND
POST PRODUCTION / VFX
COMPANY NAME: 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
COLOURIST: Paul Yacono
PRODUCER: Denise Brown
COLOUR ASSISTANT: Gemma Parr
COLOUR ASSISTANT: Jacob Suffern
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