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.