Creativity

BMW's Latest 'Ultimate Driving Machine' Is a Paralympian's Wheelchair

Spot Will Run During Olympic Opening Ceremony

By Alexandra Jardine. Published on Aug 01, 2016

Editor's Pick

Josh George, a Paralympian track and field athlete competing for Team USA, appears in a quiet but powerful BMW ad breaking during the Olympics opening ceremony on Friday. But instead of being in a car, he's in the brand's Paralympic wheelchair.

The spot, directed by T.J. O'Grady Peyton of Decon for agency KBS, features George flying down an empty road in the wheelchair, intense concentration on his face. A voice over from actor Chris Pine recites inspiring lines around the chorus, "This chair was built for breaking things," painting a picture of how both George, and BMW, know no limits.

It's quite an inspired choice of voice casting with Pine, who's made a name for himself playing the young rule-breaker Captain Kirk in the latest generatoin of "Star Trek" films.

The film attempts to illustrate how the auto brand, even on the Olympics stage, has built an "ultimate driving machine," as BMW had collaborated with the US Paralympic Track and Field team to deliver its fleet of redesigned racing wheelchairs.

The spot will run through the Olympic and Paralympic Games until September 18.

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About

Credits

Date
Aug 01, 2016
Agency:
KBS
Client:
BMW
Executive Creative Director:
Paul Renner
Group Creative Director:
Fred Sanicola
Creative Director:
Nate Virnig
Senior Copywriter:
Mike Merritt
Head of Production:
Jenny Read
Agency Producer:
Michelle Strank
Agency Associate Producer:
Ariana Ekonomou
Executive Director of Content Affairs:
Robin Oksenhendler
Group Business Leader:
Socrates Papazogluo
Account Supervisor:
Keisha Townsend
Account Executive:
Kait Harris
Production Company:
Decon
Director:
T.J. O'Grady Peyton
Director of Photography:
Eigil Byrld
Executive Producer:
Misha Louy
Head Of Production:
Brian Turner
Line Producer:
Peter Fitzgerald
Editorial Company:
Cut & Run
Editor:
Gary Knight
Assistant Editor:
Brandon Iben
Executive Producer:
Raná Martin
Producer:
Ellese Jobin
Music Company:
Travis + Maude
Composer:
Dave Wittman
Creative Director:
Dave Wittman
Executive Producer:
Kala Sherman
Sound Design:
Jay Nierenberg
Audio Mix:
Heard City
Executive Producer:
Sasha Awn
Producer:
Talia Rodgers
Color Company:
Company 3
Colorist:
Tom Poole
Producer:
Clare Movshon

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