Challenging times call for stress reduction–and BMW is looking to accommodate us. For its latest brand campaign out of Goodby Silverstein & Partners (GS&P), BMW invites us to sit back, relax and take a first-person audio-sensory journey through an online car wash––no seat belt necessary. The BMW Calm Wash film has premiered today (8/17) on YouTube and may soon be streaming on Amazon Prime.
The two-minute film features an array of mesmerizing colors and cosmic sound design and invites viewers to zone out and find their moment of Zen while sitting in a luxurious X7.
“We look at the BMW X7 as not only a mode of transportation but as a safe space, somewhere passengers can go to relax,” said GS&P associate creative director Rony Castor. “And right now we could use some relaxation.”
Credits
Client BMW of North America Uwe Dreher, VP, marketing of North America; Albi Pagenstert, head of brad strategy & communications, North America; Michael Jobst, national brand & media director; Zach Ambrosino, national media specialist; Jaime Pritchard, social media specialist. Agency Goodby Silverstein & Partners Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Wes Phelan, Matt Edwards, creative directors; Anthony O’Neill, Rony Castor, associate creative directors; Mike Rodriguez, art director; Sam Dworkin, copywriter; Leila Gage, Margaret Brett-Kearns, co-directors of production; Matt Laker, executive producer; Phoebe Buckley, producer; Bonnie Wan, partner, head of brand strategy; Christine Chen, partner, head of communication strategy; Stephanie Phillips, group brand strategy director; Kevin DeStefan, brand strategy director; Darien Ahn, brand strategist; Dong Kim, group communications strategy director; Matt Hudgins, sr. communications strategist. Media Agency Universal McCann Production Company GS&P Social Michael Miller, co-director/DP; Quinn Gravier, co-director; Danielle Richard, exec producer; Amanda Steigerwald, line producer. Editorial GS&P Social Michael Miller, editor. Audio & Sound Design Post Human Sloan Alexander, composer, sound designer, mixer, creative director; Carol Dunn, exec producer; Kamela Anderson, sr. producer. Postproduction Company 3 Kath Raisch, colorist; Tom Gehring, director; Max Hadson, operations manager; Matt Moran, sr. producer.
In this “So Munch More” campaign spot titled “Engagement,” a young man asks a girl’s father for her hand in marriage. The glitch is that the aspiring groom is so obsessed with Jack in the Box’s Big Smashed Jack burger that he substitutes the word “munch” for much, declaring for example that he is so “munch” in love with the dad’s daughter.
The father doesn’t believe what he’s hearing--and an explanation from the nearby Jack Box, fast food’s most unruly CEO/spokesperson, doesn’t help matters.
The “So Munch More” campaign is from TBWA\Chiat\Day Los Angeles, with Maggie Carey directing the commercials, including “Engagement,” via production company Caviar.
“We felt we’d landed on something special with the phrase ‘So Munch More’ for a few reasons. It’s a description. It’s a promise. It’s a call to action. It’s inherently competitive, which has always been part of Jack’s DNA. And the brand has equity in the word ‘munch,’ with their Munchie Meal and more. We saw an opportunity to elevate ‘munch’ and have it stand for how eating is different at Jack versus the other guys: always joyful, and full of discovery, never boring,” said Jeff O’Keefe, creative director, TBWA\Chiat\Day LA.
[video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2025/03/17104125/Big-Smashed-Jack-Combo-Engagement-Jack-in-the-Box.mp4"][/video] Read More
