The handling on the BMW X1 SUV is so good, you can use it to dump all your ex's stuff right at his feet, then take off again—without ever having to get out of the car.
So says a new ad from the automaker and agency KBS+. Two other spots in the campaign also use comic scenarios to pitch viewers on the benefits of the model. One guy is willing to risk his sports team losing if it means he gets to drive, cause it's fun. Another is masochistically intent on playing golf—no matter how much he hates actually doing it—because at least he can throw a tantrum tossing his gear into the spacious trunk.
That latter scenario might not make much sense to viewers who aren't suckers for the game, but presumably it will resonate with some members of the brand's target audience.
But mostly, the ads are fun and relatable little bits—clear and concise, with just the right amount of irreverence. And they stand out among the category's clichés about enjoyable driving (see: revving engines, shimmering city nights, winding country roads, stunning landscapes, etc.).
Plus, a little lighthearted and endearing messaging is well-timed, given that now is probably not the best moment, image-wise, to be a manufacturer of German diesel cars—even if you're not VW.
But seriously … golf rage?
Co-Chief Creative Officers: Dan Kelleher, Jonathan Mackler
Executive Creative Director: Paul Renner
Creative Director, Writer: Lea Platz
Senior Art Director: John Hagerty
Copywriter: Benjamin Cascella
Head of Production: Jenny Read
Senior Producer: Melissa Tifrere
Executive Director of Content Affairs: Robin Oksenhendler
Account Director: Sam Smeach Stringfellow
Production Company: O Positive
Director: Brian Billow
Director of Photography: Adam Kimmel
Executive Producers: Ralph Laucella, Marc Grill
Executive Producer, Line Producer: Ken Licata
Editing Company: NO6
Editor: Jason MacDonald
Assistant Editor: Ryan Bukowski
Executive Producer: Corina Dennison
Producer: Malia Rose
Finishing, Visual Effects: The Mill
Flame Artist: Corey Brown
Executive Producer: Melanie Wickham
Producer: Alex Bader
Sound Design: Henry Boy
Sound Designer: Bill Chesley
Color: Company 3
Colorist: Tom Poole
Audio: Sound Lounge
Mixer: Tom Jucarone