For the launch of the BMW X7, Goodby Silverstein & Partners tells the story of a new folk legend: Ol’ McLanden.
The BMW X7 is the brand’s first standard seven-seat vehicle. It certainly deserved an epic launch. In a 75-second spot, BMW introduces us to Ol’ McLanden. The folk legendary hero is seen being chased out of the city by a mob of bankers, escaping the wrath of a modern day Poseidon, driving through imaginary dockyards and being purchased by a gang of dangerous bikers, after crossing a collapsing bridge. Legendary.
The story is an ode, a poem to be exact. Set in the present day, it invites viewers to “make everyday legendary” by driving the extraordinary BMW X7.
“In a car like the X7, an ordinary day becomes legendary at every turn,” says Roger Baran, creative director at GS&P.
Watch the ad:
“It [the X7] boasts all the luxury and power of a BMW, despite its size,” says Baran. “So we turned upside down the idea that this is an epic BMW that defies the norm to create a legend that has never been heard of, a normal commute from work to home but taken to epic proportions. And that’s how we came up with ‘Legend,’ a folktale praising the heroics of an unknown hero named McLanden. The hero could be any one of us.”
The spot will run during the Oscars as well as in movie theaters across the US.
But what is even more interesting for all geeks like us, is that the brand was nice enough to also shoot an making of. Let’s face it, we loved it even more than the ad itself.
Client: BMW of North America
Vice President of Marketing BMW of North America: Trudy Hardy
Head of Brand Strategy and Communication BMW of North America: Wolfgang Gross
National Marketing Manager: Lisa Judge
National Marketing Campaign & Production Manager: Neil MorenoCreative:
Co-Chairman: Jeff Goodby
Co-Chairman: Rich Silverstein
Chief Creative Officer: Margaret Johnson
Creative Director: Roger Baran
Art Director: Stefan Copiz
Copywriter: Andrew BancroftProduction:
Director of Production: Tod Puckett
Executive Producer: Benton RomanAccount Services:
Group Account Director: Theo Abel
Account Director: Alissa Sheely
Account Manager: Olivia Mullen
Assistant Account Manager: Rebecca Bell
Project Manager: Kaitlyn LandersBrand and Communication Strategy:
Group Communication Strategy Director: Dong Kim
Sr. Brand Strategist: Mackenzie Beer
Broadcast Traffic Director: Ruchele Eisenman
Senior Business Affairs Manager: Chrissy Shearer
Production Company: MJZ
President: David Zander
Senior Executive Producer: Eriks Krumins
Director: Dante Ariola
Producer: Natalie Hill
Director of Photography: Kasper Tuxen
Production Designer: Nigel Phelps
AD: John Lowe
Editorial Company: Work Editorial
Editor: Rich Orrick
Assistant Editor: Theo Mercado
Senior Producer: Jamie Lynn Perritt / Brandee Probasco
Executive Producer: Marlo Baird
Telecine: MPC LA
Colorist: Mark Gethin
Executive Producer, Color: Meghan Lang
Color Producer: Rebecca Boorsma
VFX/Finishing: MPC LA
Creative Director: Michael Gregory
Shoot Supervisors: Michael gregory, Dan Seddon
CG Supervisors: Ryan McDougal, Tim Kafka, Josh Hatton, Nishanth Shrinivasa, Boyo Frederix
Lead Compositor: Toya Drechsler
Compositors: Rodrigo Jimenez, Guillaume Weiss, Alexander Kulikov, Dylan Brown, Concept Art/DMP: Jason Heinze, Abhilash A, Bala Krishnan R, Geetesh Tari
Mohan Rao, Srinivas Achary, Silvia Bartoli, Sachin Sureshrao Dhapudkar
PreVis: Alex Moon
CG Animation: Srikar Balakrishnan, D. Venkatesan, Carl Edlund, Sashdy Arvelo
CG FX: Bhargavan SP, Prashanth Paramasivam, Andreu Lucio, Arnau Gilabert, Jinguang Huang, Andy Sheng, Nema Safvati
CG Lighting: Martino Madeddu, Sumit Kumar, Asher Stusek
Executive Producer: Karen Anderson
Senior VFX Producer: Christian Downes
VFX Coordinator: Justin Rogers-CdeBaca
Producer: Mireille Antoine
Line producer: Chris Preston-Barnes
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