For BMW, Common Visits a World Where All the Batteries Fail

With smooth humor, GS&P and Henry Hobson bring a tech nightmare to life

A world where the battery-powered tech devices start running out of juice at the same time? This. Is. Not. Happening!

It is, actually, in the amusing spot below, as actor/rapper Common takes the wheel to tout BMW Certified’s 8 year/100k-mile battery warranty.

Sorry, delivery bot. Maybe next time.

Next, Common hits an auction house for a rumination on BMW’s dealer network and 24/7 roadside assistance.

Breaking today from Goodby Silverstein & Partners and MJZ director Henry Hobson, the work delivers smooth messaging that’s on point but somewhat novel for the category.

“In the world of pre-owned vehicles, shoppers are surrounded by over-explained products and ‘certified’ claims,” GS&P creative director Clemens Zlami tells Muse. “It’s a glut of jargon, and people aren’t just looking for more information anymore. They want confidence. We all have that.”

As for casting Common, “Not only does the name give us a great platform for BMW Certified—hip-hop historians reading this will know that before ‘Common,’ his stage name was Common Sense” which serves as the campaign’s theme, says Tim Sumter, a marketing specialist at BMW North America,

“He exudes class. He’s a man of the people, humble, successful and thought provoking. That connection makes for a natural partnership that allows for an authentic storytelling rooted in who he is, and what BMW Certified is.”

So, the artist embodies the message, aimed at driver who “value quality, craftsmanship and smart decision-making over sparkle and status,” per Charlotte Cordova, agency strategy director.

“They see the pre-owned premium as a strategic choice, not a compromise. They’re willing to pay more for brands that reflect their standards and help them feel assured. They know the smartest choices don’t feel complicated—they feel right. BMW Certified is ‘Common Sense.'”

And it turns out that delivery bot provided fun for the crew on set.

“It was actually a converted RC car, and provided an interesting avenue for gambling during lunch,” Zlami says.

Related: BMW, Carlos Alcaraz Drive an Intense Road to Success for iX3

CREDITS

Client: BMW
Chief Marketing Officer: Leigh Moynihan
Retail & BMW Certified Marketing Manager: Jason Zisa
Senior Pre-Owned Marketing Specialist: Tim Sumter
Retail & National Cert. Mktg. Specialist: Christina Eisele

Agency: Goodby, Silverstein & Partners
Executive Creative Director: Matt Edwards
Creative Director: Clemens Zlami
Creative Director: Kevin Leung
Senior Copywriter: Rachel Nagpal
Senior Art Director: Duncan Spear
Junior Art Director: Jamie Glover
Junior Copywriter: Nadeen Albarqawi
Executive Producer: Matt Flaker
Producer: Alicia Portner
Account Director: Olivia Mullen
Account Manager: Jen Phelps
Assistant Account Manager: Brianna Sauter
Brand Strategy Director: Harper Bokum-Fauth
Group Business Affairs Lead: KK Davis

Production: MJZ
Director: Henry Hobson
Edit: Arcade
Editor: Alex Pirrone
Assistant Editor: Garett McDonald
VFX: Pariah Creative
VFX Artist: Nhat Tran
Sound Design/Mix: Sonic Union
Engineer: Steve Rosen