Created by Goodby Silverstein & Partners and directed by Jonny Mass of RSA Films, this spot for BMW’s annual Road Home Sales Event shows how a quirky happening gives a father the wrong idea about the holiday gift he’s getting from his son.
This :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 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, Goodby Silverstein & Partners.
Starting this week and running into the World Cup, BMW plans to run the "Big Red Bow" spot on TV and online.
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Credits
Client BMW North America Agency Goodby Silverstein & Partners Rich Silverstein, co-chairman and co-founder; Margaret Johnson, partner, chief creative officer; Matt Edwards, Wes Phelan, executive creative directors; Kevin Leung, Clemens Zlami, associate creative directors; Guillermo Aliaga Pueyrredon, art director; Belen Russomanno, copywriter; Bonnie Wan, partner, head of brand strategy; Stephanie Phillips, group brand strategy director; Kevin DeStefan, Lucas Goodbody, brand strategy directors; Christine Chen, partner, head of communication strategy; Dong Kim, group communication strategy director; Jane Warren, deputy director of research strategy; Jim Haight, head of production; Matt Flaker, executive producer; Jennifer de Leon, Daniel Chang, producers; Jim King, director of graphic services. Production RSA Films Jonny Mass, director; Luke Ricci, president; Buddy Brakha, exec producer; Carolyn Pedrossian, head of production; Jon Dawes, producer; Pete Konzcal, DP. Editorial Uppercut Editorial Joaquin Machado, editor; Allen Rounsley, assistant editor; Jared Thomas, head of production. Music Racket Club Justin Hori, creative director; Adrian Womack, creative producer; Becky Mathai, associate producer. Sound Design/Audio Post Sonic Union Steve Rosen, sound designer/mix engineer; Justine Cortale, audio post studio director. VFX The Mill John Leonti, shoot supervisor; Hillary Thomas, exec producer; Alexander Candlish, creative director; Kim Downing, producer; Abigail Riegel, Kevin Diaz, VFX artists; Paul Yacono, colorist; Denise Brown, sr. producer; Gemma Parr, sr. color assistant; Jacob Suffern, color assistant.
Directed by Mike Diva via production company Lord Danger and featuring actor Bradley Whitford alongside viral creator Chester Collins, this film for Gushers reimagines the Fruitheads legend as a dark, cinematic story. Whitford plays a TV commercial director who cursed a young actor from the ‘90s ad to live life as a Fruithead, a role Collins portrays as an adult seeking horrifying revenge.
Titled “Fruithead,” the short was brought to life by General Mills, Imagine Entertainment and Lord Danger, with public relations support from Edelman and social media support from TSL.
Currently on the Gushers website, “Fruithead” will also be screened at the Brooklyn Horror Film Festival this fall.
