BMW "Like New Again"
BMW came to us wanting to help them promote their offering of used/pre-owned cars.
Instead of going with a traditional TV ad, we convinced them to pick a more conceptual and quite frankly very meta integrated campaign : We wanted to re-run the same old car ads that once introduced a BRAND NEW car, to now, a couple years later, advertise the same model as PRE-OWNED. The only thing we had to change was the VO.
Used ads for used cars. That way we saved as much production money as you save on a pre-owned BMW and also showcased that it (the spot and the car) still runs like new.
We did the same in social by re-posting old posts (the copy in the re-tweet talked to the idea), in OOH (we re-purposed old posters), and radio.
- Project Roles
- Art Director, Creative Director
- Goodby, Silverstein & Partners
- Art Direction, Conceptual, Creative Direction
- Advertising, Brand Films, Short Films
- Project Industries