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2019 ADC Awards - Advertising

The Like New Campaign

Agency Goodby Silverstein & Partners / San Francisco + BMW of North America / Woodcliff + Moving Picture Company / Culver City + MPC LA / Culver City

Client BMW of North America
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Annual ID

ADC_ADV19078S

About the Work

BMW Certified cars are used BMWs that have been refurbished by BMW engineers and are guaranteed to run like new. But most drivers don’t know that. So instead of shooting new spots for old cars, we ran old ads (by other agencies). In fact, the same spots that once introduced new BMWs were reaired for the same models, now used. To pull it off, we went through five years of BMW ads from around the world—the oldest BMW Certified vehicle you can find is five years old—chose one and added a new voice-over (from Hollywood actor Chris Pine). Used-BMW ads running like new to sell used BMWs running like new. The only new element was the voice-over and the tagline “BMW Certified. Like new again.” We also recycled old BMW radio spots and billboards and even retweeted old social posts—we created a whole new campaign without making one single ad.