An elderly, sharp-tongued, young-at-heart mother-in-law is the ultimate backseat driver, sitting in the optional third row of the BMW X5 SUV. A reference to the premium luxury interior sparks talk of “leather” which she said her late husband loved when she wore it. He was quite “dominant,” she continues, much to the chagrin of her son and daughter-in-law seated up front, with their young daughter listening all the while.
David Shane of O Positive directed “Leather,” part of a campaign from agency KBS highlighting optional third-row seating for "Back-Backseat Drivers."
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Credits
Client BMW North America Agency KBS (kirshenbaum bond senecal + partners) Dan Kelleher, Jonathan Mackler, co-chief creative officers; Paul Renner, executive creative director; Jason Slack, Laurence Gega, creative directors; Evan Ortolani, art director; Nick Marchese, copywriter; Jenny Read, head of production; Melissa Tifrere, sr. producer; Timothy Wilson-Brown, associate direction, brand strategy. Production O Positive David Shane, director; Sebastian Pfaffenbichler, DP; Marc Grill, exec producer; Kate Sutherland, line producer. Editorial Mackenzie Cutler David Koza, editor; Sasha Hirchfield, exec producer; Esme Wright, producer. Post/VFX The Mill NY Jimmy Boland, Nathan Kane, Flame artists; Melanie Wickham, exec producer; Jeremy Moore, Alex Badr, producer. Sound Design Machine Head Stephen Dewey, sound designer. Post The Mill LA Adam Scott, colorist. Audio Post Sonic Union Mike Marinelli, mixer.
Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.
The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.
Michael Downing directed via The Sweetshop x Chirp Films.
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