BMW USA

Summer Event

Challenge: It was time for BMW's Summer Sale, but production for the spot fell to the client's new TV agency, Goodby Silverstein in San Francisco. So how do we improve on a Goodby TVC production for social?

 

Solution: Fast cuts. Social is a short-format medium, so we took what Goodby had made for TV and amped it up.

Result: Seemed to work! The aesthetic was less car ad, more summer lifestyle and it definitely differentiated BMW from the usual lower three-quarters moving shots most auto brands rely on. In fact, the client liked the pacing so much, they asked Goodby to do a similar cut for TV.

© 2020 Phillip McCarthy