BMW’s Road Home

//  11.08.17


BMW Takes ‘The Road Home’ for Holiday Campaign

Latest work from KBS showcases the nostalgia of holiday travel

With millions of Americans preparing to hit the road for the holiday season, BMW and KBS are demonstrating that the journey home is about more than just rubber and asphalt.

The campaign eschews the “snows and bows” approach utilized in so much holiday auto advertising, instead focusing on BMW’s enduring reputation as a driver’s brand and its strong connection to the road.

The latest chapter in BMW’s “The Road Home” campaign is built around a series of evocative videos that demonstrate how a trip home can also represent a trip back in time.

The two 30-second TV and two extended digital spots show two families as they travel home for the holidays. The visuals of their journeys are intercut with actual family photos — a mother and her newborn baby, a graduation ceremony, a family trip to the beach — that take viewers on a journey through their lives. The spots conclude with the super “Times change. The road home stays the same.”

“The anticipation of going home for the holidays every year is rooted in nostalgia,” says Chris Polychronopoulos, Executive Creative Director. “No matter what’s changed over the past year, the feeling you experience on the journey home remains the same.”

The campaign launched Nov. 1 and runs through the early part of next year. Its video elements are being augmented by a dealer toolkit, as well as social and CRM efforts.

Driving accounted for nearly 90% of all Thanksgiving travel in 2016 according to the AAA. The association said that nearly 44 million Americans travelled 50 miles or more by car to visit family and friends.

Title: BMW Road Home Year End Campaign
Client: BMW North America

Agency: KBS
Global Chief Creative Officer: Patrick Scissons
Executive Creative Director: Chris Polychronopoulos
Associate Creative Director: Nigel Gross
Associate Creative Director: Benjamin Cascella
Art Director: Jae Sung Jung
Copywriter: Simon Dolsten
Head of Production: Madison Wharton
Senior Producer: Daniel Roversi
Group Business Lead: Socrates Papazoglou
Business Director: Keisha Townsend
Account Executive: Sydney Shatsky
Executive Director of Content Affairs: Matt Friday
Strategy Director: Timothy Wilson-Brown
Associate Strategy Director: Steve Gorski

Production Company: MJZ
Director: Hoffman / Metoyer
Director of Photography: Lol Crawley
Executive Producer: Eriks Krumins
Line Producer: Mark Hall

Editorial Company: Rock Paper Scissors
Editor: Biff Butler
Assistant Editor: Alex Liu
Executive Producer: Eve Kornblum
Producer: Taylor Colbert

Music Company: Motive Music
Composer/Creative Director: Jeremy Adelman

Orchestration: Score A Score
Executive Producers: Jordan Passman & Jake Weinreb
Orchestrator: Joachim Horsley

Audio Mix: Sound Lounge
Audio Mixer: Rob Sayers
Executive Producer: Mike Gullo
Producer: Liana Rosenberg

Color: MPC
Colorist: James Tillett
Executive Producer: Nick Haynes
Producer: Jenna Gabriel

Finishing: MPC
Lead Flame Artist: Bilali Mack
Executive Producer: Nick Haynes
Producer: Paulina Salazar