The recent Facebook / Cambridge Analytica scandal might’ve convinced some people to simply drop the popular app and erase their accounts. One of them was Elon Musk who, in a dashing move, deleted the Facebook accounts of SpaceX and Tesla and therefore he did kind-of ‘unfollow’ the trend. Well, that’s exactly what the latest BMW X2 commercial is asking from you and whether this was done on purpose or its arrival at this exact moment is a coincidence remains to be seen.
What we do know though is that BMW USA just signed San Francisco based Goodby Silverstein & Partners as its lead agency of record for national brand creative, as well as regional and dealer creative work in the U.S. Since the announcement came last week, chances that this latest commercial is actually the work of the new agency are slim, but we’re extremely interested in what they’ll bring to the table as the marketing efforts of the Bavarian brand will have to be ramped up to properly promote its latest offerings this year.
This wasn’t a decision taken over night though as the review process began last year, BMW knowing exactly the challenges the company will go through in the US. Eventually they cut the list of names down from an initial field of 25 candidate agencies to five finalists. GS&P’s ability to immediately showcase creative concepts that demonstrated a firm understanding of the BMW brand, and that spoke directly to the company’s primary brand goals, helped distinguish the agency and ultimately win the business. GS&P executives were notified in-person last Thursday.
BMW’s agency roster in the U.S. also includes: Universal McCann, who will continue to handle the national and regional media planning and buying activities; Critical Mass, who remains BMW’s agency of record for digital and social media; and The Community who are responsible for multicultural marketing efforts.
