Shopping for a pre-owned vehicle and finding that perfect romantic relationship have a lot in common. From looking for something genuine and reliable to worrying if their online profile and photos accurately represent reality, the parallels are abundant.
Goodby Silverstein & Partners is leaning into this analogy with the creation of Ultimate Match for BMW Certified. The goal: let viewers know that if you go with BMW Certified, you’ll find the one–with your car, at least.
This centerpiece spot in the “Ultimate Match” campaign was directed by Ric Cantor via production company Golden LA.
“There are so many similarities to what people look for when purchasing their vehicle and the qualities they look for in any relationship. This was such a fun and lighthearted approach to highlight the peace of mind and program attributes of a BMW Certified vehicle,” said Jason Zisa, retail and BMW Certified marketing manager.
Matt Edwards, executive creative director at Goodby Silverstein & Partners, added, “Knowing a lot of our BMW Certified audience is currently dating, we are leaning into these relationship tropes in our campaign to tout the benefits of choosing BMW Certified over other used and generic certified options. Finding your ultimate BMW Certified match means having 100% Genuine BMW Parts, the BMW Certified Warranty and so much more.”
CreditsClient BMW North America Agency Goodby Silverstein & Partners Margaret Johnson, chief creative officer; Rich Silverstein, co-founder; Matt Edwards, executive creative director; Clemens Zlami, Kevin Leung, associate creative directors; Duncan Spear, art director; Rachel Nagpal, copywriter; Bonnie Wan, partner, head of brand strategy; Jim Haight, head of production; Matt Flaker, executive producer; Tiffany Yeh, producer. Production Company Golden LA Ric Cantor, director; Sean Kim, DP; Matt Marquis, exec producer; Geoff McLean, producer. Editorial Abandon Editorial Joaquin Martin, editor; Ethan Jacob, assistant editor; Joanna Hall, exec producer. Audio Post/Sound Design Sonic Union Steve Rosen sound designer/mix engineer; Kelly Oostman, audio recording engineer; Joey Glick, assistant mixer; Justine Cortale, exec producer. Music Racket Club Adrea Lavezzoli, exec producer. VFX The Mill Chris Kasten, shoot supervisor, VFX lead Flame artist; Scott Tinter, head of production; Hillary Thomas, exec producer; Sherilyn Martin, sr. VFX producer; Paul Yacono, colorist.
Filmmaker Natalie Johns Creates Spec Gun Violence Prevention PSA
Her social media feed is filled with frustration and “prayers” for families torn apart by yet another mass shooting as filmmaker Natalie Johns is engaged in the morning ritual of negotiating school attendance with her 4½-year-old. Between laughing and arguing with their daughter, the Johns think deeply about the prospect of waking up without her--deeply enough to feel an inch of what it might be like to lose her--a feeling profound enough inspire her most personal commitment to date as a filmmaker.
“Gun violence should not be a normalized part of life in America,” she noted. “I felt it was worth putting my whole heart on the line to deliver this message.”
The director invited her long-time collaborator and cinematographer, Bill Kirstein (Mean Girls, Happyend), to capture their family’s experience over several mornings in a spec PSA. She wanted to capture her own joy and truth as a parent with a view to inspiring action from the deepest love she has known.
On the third day of filming, Johns received an email from their daughter’s preschool notifying parents of a lockdown that had occurred due to a gunman outside the school. The children, aged 2-5, were gathered in a small bathroom for an hour, singing songs with their teachers while the man was apprehended by law enforcement. This was the family’s first narrow escape from tragedy.
“The coincidence of filming this PSA and experiencing my family’s first lockdown was both shocking and surreal. I simply could not wrap my head around it,” said director Johns.
Even more terrifying for Johns was discussing the incident with other parents who had already experienced several lockdowns with their older children. This reality is all too common and far too... Read More